What is a drawback of poor audience targeting in media buying?

Poor audience targeting in media buying often leads to wasted ad spend because the advertisements are shown to individuals who are not likely to be interested in the product or service being advertised. When the wrong audience is targeted, the likelihood of conversions diminishes, which means that the money spent on ads does not translate into actual sales or desired actions. This inefficiency can significantly increase costs without providing the expected returns, as resources are allocated to reach people who have little or no connection to the brand or its offerings. Effective targeting ensures that ads reach potential customers who are more likely to engage and convert, optimizing budget usage and maximizing campaign effectiveness.