Defining the target audience for quality advertising
The quality of advertising information is relevant for both brands and publics.
Rather than focusing on advertising quantity and efforts to achieve the widest possible geographical coverage to reach as many people as possible, MOP, an outdoor advertising operator, is focusing on advertising quality.
According to Vasco Perestrelo, MOP’s Chief Executive Officer, the idea is to shift the focus to being where the audiences targeted by advertising campaigns are, making communication more effective. In a conversation with Meios & Publicidade, Vasco Perestrelo explains that MOP will start creating smart networks designed for each briefing. Based on audience data from different markets, it will “create from scratch and present potential clients with outdoor advertising networks for different consumer profiles”.
The shift in MOP’s approach is part of its search for high-quality advertising information. This strategy can help counteract one negative impact of poor-quality information on organisations and businesses: missed opportunities, such as losing business chances and opportunities to acquire new customers or explore new markets (Lee et al., 2006). Furthermore, pursuing advertising effectiveness through audience targeting aligns with the “target audience suitability” indicator in the information quality assessment model developed by the Barometer for Information Quality (2025). This indicator is part of the “relevance and usefulness” component, which falls within the “contextual quality” dimension of the concept of “information quality”.
References
Barómetro para a Qualidade da Informação. (2025). Avaliar a qualidade da informação: Referencial teórico-metodológico. CECS.
Lee, Y. W., Pipino, L. L., Funk, J. D., & Wang, R. Y. (2006). Journey to data quality. MIT Press.
