Your audience is a moving target – jumping from screen to screen to screen. Your media plan should help you stay leaps ahead, appearing on all devices at just the right time. Take it a step further and discover high performing targets hiding within your existing demographics. Adjust accordingly.
Mass communication is a myth. People expect advertising to be hand-tailored to them, even when they don’t know exactly what it is they want. There is no dragnet that catches all. Only specificity works.