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Ayre","Head of Marketing",[722,730,743,750,758,766,775,783,791,799,807,815,823,832,840,848,856,864,872,880,888,896,905,913,921,929,937,945,953,961,969,977,985,993,1001,1009,1017,1025,1033,1041,1049,1057,1065,1073,1081,1089],{"_key":723,"_type":9,"children":724,"markDefs":729,"style":39},"6acaaef7491e",[725],{"_key":726,"_type":13,"marks":727,"text":728},"b03bbe8fbd76",[],"*12 months ago, this was an idea. today, it's how performance teams ship faster. 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You might be right.",[],{"_key":759,"_type":9,"children":760,"markDefs":765,"style":39},"e07f04896b54",[761],{"_key":762,"_type":13,"marks":763,"text":764},"2e2dcb9a57970",[],"The world of digital advertising is undergoing a quiet revolution, and it's challenging one of marketing's most sacred cows: the precisely defined target audience. Recent insights from Meta's own connections planning team suggest what many advertisers have suspected – obsessing over demographic targeting might actually be hampering your results.",[],{"_key":767,"_type":9,"children":768,"markDefs":773,"style":774},"6be988eca0f3",[769],{"_key":770,"_type":13,"marks":771,"text":772},"fd78b4f7f3f50",[],"The old way: Demographic straightjackets",[],"h3",{"_key":776,"_type":9,"children":777,"markDefs":782,"style":39},"a5ec9dbf2af0",[778],{"_key":779,"_type":13,"marks":780,"text":781},"68117087e5730",[],"For decades, advertisers have operated under a simple premise: define your audience as precisely as possible, then deliver ads only to those people. It made perfect sense in traditional media where you had to choose specific TV shows, magazines or billboards.",[],{"_key":784,"_type":9,"children":785,"markDefs":790,"style":39},"d27f9df9f322",[786],{"_key":787,"_type":13,"marks":788,"text":789},"b8e80bfdde4a0",[],"But digital platforms don't work that way anymore.",[],{"_key":792,"_type":9,"children":793,"markDefs":798,"style":39},"d83427d6ff03",[794],{"_key":795,"_type":13,"marks":796,"text":797},"fff64007e36a0",[],"The truth? Those carefully crafted demographic fences might be costing you money and preventing you from reaching actual buyers. Research consistently shows that real purchase behaviour stretches well beyond our neat marketing personas. For instance, 36% of people who purchased beer in the last month were women – a segment many beer brands might exclude from their targeting.",[],{"_key":800,"_type":9,"children":801,"markDefs":806,"style":774},"850ca45e9ead",[802],{"_key":803,"_type":13,"marks":804,"text":805},"4d24c56d85fb0",[],"The new way: Freedom to find buyers",[],{"_key":808,"_type":9,"children":809,"markDefs":814,"style":39},"01165478d52e",[810],{"_key":811,"_type":13,"marks":812,"text":813},"574cf979281a0",[],"Here's where things get interesting. Meta's ad platforms are designed to optimise for outcomes, not demographics. When you select 'conversions' as your objective, the system is working to find people most likely to convert – regardless of whether they fit your target profile.",[],{"_key":816,"_type":9,"children":817,"markDefs":822,"style":39},"9e9ee52771d3",[818],{"_key":819,"_type":13,"marks":820,"text":821},"2dc038325b610",[],"What does this mean for your campaigns?",[],{"_key":824,"_type":9,"children":825,"level":695,"listItem":830,"markDefs":831,"style":39},"54709043ead8",[826],{"_key":827,"_type":13,"marks":828,"text":829},"c7f5c58d951f0",[],"Broader audience targeting often delivers lower CPMs – you're no longer competing for the same narrow audience segments","number",[],{"_key":833,"_type":9,"children":834,"level":695,"listItem":830,"markDefs":839,"style":39},"f1f88cdfd970",[835],{"_key":836,"_type":13,"marks":837,"text":838},"7d33e9f196c80",[],"The platform will find buyers your targeting might have missed – potentially opening up new customer segments",[],{"_key":841,"_type":9,"children":842,"level":695,"listItem":830,"markDefs":847,"style":39},"31726e17daf8",[843],{"_key":844,"_type":13,"marks":845,"text":846},"2bf4202eab280",[],"Your creative becomes the real targeting mechanism – different ads naturally attract different audiences",[],{"_key":849,"_type":9,"children":850,"markDefs":855,"style":774},"849a53fda597",[851],{"_key":852,"_type":13,"marks":853,"text":854},"8fc05f38aca60",[],"Creative as targeting: The new frontier",[],{"_key":857,"_type":9,"children":858,"markDefs":863,"style":39},"326ef50a7e84",[859],{"_key":860,"_type":13,"marks":861,"text":862},"a11c51ac2e150",[],"This shift brings us to perhaps the most revolutionary concept: \"creative as targeting.\"",[],{"_key":865,"_type":9,"children":866,"markDefs":871,"style":39},"d3618f3d8687",[867],{"_key":868,"_type":13,"marks":869,"text":870},"06ef56e4bed00",[],"Two campaigns with identical audience settings but different creative approaches can reach completely different people. Why? Because the platform's algorithms are hunting for the people most likely to respond positively to each specific piece of creative at the lowest possible cost.",[],{"_key":873,"_type":9,"children":874,"markDefs":879,"style":39},"32baec858f47",[875],{"_key":876,"_type":13,"marks":877,"text":878},"37df52ab2b6c0",[],"This means your ads themselves are now a more powerful targeting tool than your audience settings. A quirky, humorous ad naturally attracts different people than a serious, information-heavy one – even when both are technically targeted at the same audience.",[],{"_key":881,"_type":9,"children":882,"markDefs":887,"style":774},"4e847f90a107",[883],{"_key":884,"_type":13,"marks":885,"text":886},"6bfbff25559d0",[],"What this means for your marketing",[],{"_key":889,"_type":9,"children":890,"markDefs":895,"style":39},"f03bd637a0c3",[891],{"_key":892,"_type":13,"marks":893,"text":894},"b821d7e962b00",[],"To be clear, strategic audience definition remains crucial for many aspects of marketing:",[],{"_key":897,"_type":9,"children":898,"level":695,"listItem":903,"markDefs":904,"style":39},"e51765272315",[899],{"_key":900,"_type":13,"marks":901,"text":902},"d20455d44ed40",[],"Product development","bullet",[],{"_key":906,"_type":9,"children":907,"level":695,"listItem":903,"markDefs":912,"style":39},"602ebeb7ef42",[908],{"_key":909,"_type":13,"marks":910,"text":911},"91598cf484260",[],"Brand positioning",[],{"_key":914,"_type":9,"children":915,"level":695,"listItem":903,"markDefs":920,"style":39},"fe8466987680",[916],{"_key":917,"_type":13,"marks":918,"text":919},"48582870ebde0",[],"Creative briefing",[],{"_key":922,"_type":9,"children":923,"level":695,"listItem":903,"markDefs":928,"style":39},"e5aa8f741a23",[924],{"_key":925,"_type":13,"marks":926,"text":927},"8006508280780",[],"Marketing strategy",[],{"_key":930,"_type":9,"children":931,"markDefs":936,"style":39},"1865102972ff",[932],{"_key":933,"_type":13,"marks":934,"text":935},"ee08a48176cc0",[],"But when it comes to buying media on platforms like Meta, the rules have changed. The most effective approach is often:",[],{"_key":938,"_type":9,"children":939,"level":695,"listItem":830,"markDefs":944,"style":39},"03e37befad16",[940],{"_key":941,"_type":13,"marks":942,"text":943},"b5f51811f0e00",[],"Define broad audience parameters (don't exclude potential buyers)",[],{"_key":946,"_type":9,"children":947,"level":695,"listItem":830,"markDefs":952,"style":39},"bd387517dbe4",[948],{"_key":949,"_type":13,"marks":950,"text":951},"517f7763e4d70",[],"Create diverse creative that speaks to different segments",[],{"_key":954,"_type":9,"children":955,"level":695,"listItem":830,"markDefs":960,"style":39},"c22e48f92c99",[956],{"_key":957,"_type":13,"marks":958,"text":959},"dd48647937c90",[],"Optimise for business outcomes (awareness, conversions, leads etc.)",[],{"_key":962,"_type":9,"children":963,"level":695,"listItem":830,"markDefs":968,"style":39},"0481bbd21eaf",[964],{"_key":965,"_type":13,"marks":966,"text":967},"a414b410b3b10",[],"Let the platform find your future buyers",[],{"_key":970,"_type":9,"children":971,"markDefs":976,"style":774},"9af81cdd4c70",[972],{"_key":973,"_type":13,"marks":974,"text":975},"bbe948b434840",[],"The creative diversity challenge",[],{"_key":978,"_type":9,"children":979,"markDefs":984,"style":39},"d231fea549ef",[980],{"_key":981,"_type":13,"marks":982,"text":983},"cbe454ed00dc0",[],"And here's where most brands hit a wall.",[],{"_key":986,"_type":9,"children":987,"markDefs":992,"style":39},"f42a31257b86",[988],{"_key":989,"_type":13,"marks":990,"text":991},"8d22b99748740",[],"Creating diverse, high-quality creative at the scale needed to properly test this approach is, frankly, a nightmare for most marketing teams. 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