In the current fragmented device landscape, figuring out where targeted campaigns for individual and household audiences fit into overall media plans can be a challenge for brands. Eddie Revis, senior director of marketing communications at yogurt brand Chobani, spoke with eMarketer’s Caroline Cakebread about how the brand thinks of its audience first—developing multiple objectives geared toward that audience before setting up campaigns and developing creative material. Revis was interviewed as part of eMarketer’s July report, "Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach is Often the Answer."
How do you approach audience targeting at the individual and household levels?
We adopted an audience-first approach, which means that regardless of whether it’s a household or individual, we have an audience development process we go through before setting up a campaign. It’s a shift toward building a campaign around the audience—not just what we think we should do—and away from being limited to one objective within a campaign.
If we want someone to try a Flip or a Chobani drink, we’ll build the campaign around getting the audience to that outcome. I like to think that we’re not shackled by Marketing 101 objectives anymore.