Segmentation is a common technique used by companies to narrow down a large target audience into more narrowly defined target groups. A number of strategies, including demographics, lifestyles and ...

A key part of this endeavor is audience segmentation. Audience segmentation is the process of dividing viewers into groups based on shared characteristics, such as demographics, location, interests, ...

For years, digital advertising has followed the same pattern: run a campaign, target an audience, track performance, report ...

Within that audience, though, you can include multiple audience segments – so this is more of a “process” change than a “capability” change. However, Audience Builder brings some ...

Understand the diverse media habits of different generations and the importance of an age-inclusive approach for broader ...

In today’s competitive digital marketing landscape, businesses are investing heavily in paid search advertising to gain visibility and attract customers. Google Ads stands at the forefront of this ...

David Reece and Sarah Chambers discuss why segmentation is most powerful when it’s a reflective organisational practice – ...

For years, digital advertising has followed the same pattern: run a campaign, target an audience, track performance, report ...