In a wrap up of prognostications for 2005, MediaPost collected quotes from advertising’s big names including ANA President Bob Liodice, StarcomIP President Rishad Tobaccowala and Carat USA VP Director of Programming Shari Brill.
Tobaccowala brings the soon to be insane levels of customized, segmented, spliced, diced niche targeting back to reality saying, “Re-aggregation rather than segmentation becomes the rage as clients realize that it is less and less about chiseling down large masses of audience but rather re-combining clusters of people into some form of scale.” In essence, an aggregation of customized consumer demographic, psychographic, contextual, behavioral, astrological, medical, ideological, political, legal, sexual profiles into mass marketing’s version of one to one marketing.
