When I was fresh out of school getting my head around advertising and media, I had the benefit of being mentored by a few dozen of the top industry geniuses. They gave me the time because I had studied so intensively, I could hold up my side of the conversation. One of those mentors was Jack Hill, media research director at Ogilvy & Mather. One day he explained to me his new idea which was that targeting was being treated on a binary basis when actually it was more of a continuum, with the bullseye target being worth the most, the inner ring being worth second most, and one or more outer rings still having some value, but dropping off in value as one got farther from the bullseye.
The Future: Tiered Targeting
![The Future: Tiered Targeting](/media/articles/240214-MV-cover.jpg.550x380_q85_box-13%2C0%2C733%2C500_crop.jpg.webp)