Is it true or false that the broader your demographic targeting, the lower your OTP goal should be?

When considering the relationship between demographic targeting and the One True Purpose (OTP) goal, it's important to understand the nuances of targeting in programmatic advertising. A broader demographic targeting strategy typically means that your audience is less specific, encompassing a wider range of individuals with varying interests and behaviors. This can lead to less effective engagement or conversion rates because the message may not resonate strongly enough with everyone included in that broader group.

As such, if the targeting is less precise, it often necessitates a higher OTP goal rather than a lower one. A higher OTP goal reflects the additional effort required to achieve successful outcomes due to the increased diversity within the audience. The messaging may need to be more compelling, or the volume of impressions may need to be higher to ensure that engagement levels meet desired objectives.

Therefore, the premise that a broader demographic targeting should automatically translate to a lower OTP goal does not hold true in practice. Instead, precise targeting usually correlates with tighter OTP goals, while broader targeting necessitates a more ambitious approach to reach and convert a diverse audience effectively.