“Targeting is certainly important, but in my opinion it is greatly overrated. For an effective media strategy, it is not enough to ask how I reach a target group. The much larger lever is creation. Openness is a prerequisite for advertising effectiveness, this fact is often neglected. A media strategy based on receptivity is certainly more complicated than one that primarily relies on data and targeting.”
– Michael Schiessl, “How the machine deceives us – Eyesquare: why does advertising in the digital often work so poorly?”, Horizon 24/2018, 14.06.2018
