Marketers Need to Stay in Control of Reach and Frequency Across Their Targeting Efforts

Marketers Need to Stay in Control of Reach and Frequency Across Their Targeting Efforts

It takes coordination at the individual and household levels

With deep roots in household targeting, Nielsen is no stranger to helping marketers manage reach and frequency at this level. But increasingly, marketers relying on Nielsen Marketing Cloud want to do this at an individual level as well. eMarketer’s Lauren Fisher spoke with Greg Bayer, Nielsen Marketing Cloud's senior vice president of product, about how marketers can strategically coordinate their use of household- and individual-level targeting to have more control over reach and frequency—and how to avoid overspending on ads and annoying their customers. Bayer was interviewed as part of eMarketer’s July report, "Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach is Often the Answer."

eMarketer:

How are marketers approaching ad targeting at both the household and individual levels?

Greg Bayer:

Users are fragmented across so many different devices. At a high level, marketers are looking to manage their ad delivery. They have to be very pinpointed in their messaging strategy; otherwise, they risk overexposing a message and giving a user a bad user experience—and ultimately, spending too much.

The objective is trying to control how and when they reach a user, and being mindful of the context and device a user sees the ad on.

eMarketer:

How could this work in practice?

Interview conducted on May 16, 2018