By trying to appeal to everyone, you will end up appealing to no-one. A key principle when developing a campaign is that you identify a core inner-circle of people who are likely to respond to it and care about it. This takes courage and conviction. It means that in your messaging, in your creative concept, and in your targeting that you will exclude most of your potential audience, at least initially.
The most used metric for the reach of online ads, CPM (Cost Per Thousand Impressions) is completely and utterly broken and sits at the foundation of possibly one of the biggest con jobs in the history of modern economics, says media entrepreneur Tinus Le Roux.