In marketing, "spray-and-pray" refers to an advertising strategy that shares the same message with as many people as possible. These untargeted campaigns are designed to connect with potential customers wherever they are. In the heyday of TV, radio, and print, maximizing reach was the gold standard—there were fewer channels, and capturing attention was often about getting in front of everyone. Today, elements of this approach still appear in untargeted display ads or universal messaging.
As digital spaces have expanded and audiences have become more segmented, however, marketers find more value in customized, thoughtful targeting.
Why Broad-Reach Advertising Doesn’t Work
Broad-reach advertising is less effective in 2025 because the landscape has changed: brands invest more for each impression, and standing out requires relevance. Digital ads' costs have increased, and audiences expect content tailored to their interests.
People encounter more ads than ever and gravitate toward those that feel relevant. Tools like ad blockers and fast scrolling are common responses to messages that don’t connect. Instead of casting a wide net, today’s environment rewards brands that reach the right individuals at the right time.
The Hidden Costs of a Broad Strategy
Broad strategies can waste budget and resources without delivering results. If your audience isn’t clearly defined, wide exposure often fails to drive the desired outcomes. Plus, running ads in unrelated spaces can make your message less impactful.
Here are some clues that your strategy could benefit from a more focused approach:
- Describing your key audience feels challenging.
- Your plan relies on exposure from a wide variety of websites or platforms.
- Engagement rates—such as clicks and time spent—aren’t where you’d like them to be.
- Ongoing optimizations aren’t producing clear improvements.
Recognizing these patterns makes it easier to find opportunities for positive change.
Modern Advertising Strategies That Work
Smart marketers use data and audience insights to reach the right people—with the right message. By combining first-party data and behavioral information, they can create accurate audience segments and make better decisions.
Strategic ad placements match the audience’s interests by showing ads on relevant websites, trusted media platforms, or within meaningful contexts. Partner networks also help brands maintain a wide reach while ensuring their targeting stays precise, proving that you can effectively balance both reach and relevance.
How Precision Marketing Works
Precision marketing delivers stronger campaign results by focusing resources on those most likely to engage or convert. Targeted ads that reflect real needs inspire trust and interaction.
Better targeting means your brand is seen alongside reputable content, bolstering reputation and results. Relevant placements make campaigns more measurable and cost-effective, which helps marketers invest wisely and track what moves the needle.
Smarter Doesn’t Mean Smaller
Precision marketing empowers brands to connect with specific audiences while offering the reach needed for sizable campaigns. McClatchy’s Premium Audience Network shows how to combine strategic targeting with national and local scope.
Here’s how brands benefit:
- Audience Data: Refined insights guide who sees your message.
- Trusted Media Placements: Your brand appears in respected, engaging environments.
- Scalable Impact: Campaigns grow from local to national without losing focus.
With the right partner, achieving both relevance and scale for your marketing objectives is possible.
Ready to Leave Spray-and-Pray Behind?
Spray-and-pray advertising played a key role in the past, but precision and data-driven strategies are unlocking new opportunities for brands today. If you’re ready to explore a targeted approach, McClatchy is ready to help you take the next step.
