In the current fragmented device landscape, figuring out where targeted campaigns for individual and household audiences fit into overall media plans can be a challenge for brands. Eddie Revis, senior director of marketing communications at yogurt brand Chobani, spoke with eMarketer’s Caroline Cakebread about how the brand thinks of its audience first—developing multiple objectives geared toward that audience before setting up campaigns and developing creative material. Revis was interviewed as part of eMarketer’s July report, "Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach is Often the Answer."

If we want someone to try a Flip or a Chobani drink, we’ll build the campaign around getting the audience to that outcome. I like to think that we’re not shackled by Marketing 101 objectives anymore.