The concept of reach will be far less important in the digital future, and media buyers should reconsider trying to reach as many consumers as possible, Carat North America CEO David Verklin said at OMMA East on Tuesday, reports MediaPost. "In the digital age," he said, "we need to be able to manage thousands of small placements," as opposed to "big blockbuster properties."

"It's not about reaching every consumer," he said. "It's about reaching the right consumers." To make his point, he told the audience that the biggest waste of ad dollars is "putting a PoliGrip ad in front of a person with a full set of teeth."

Verklin proposed that audience members develop marketing budgets that allocate 15-20 percent of ad dollars for digital media, rather than current practice of an estimated 4-5 percent.