Havas Media’s Diana Bernstein: Focusing on ‘Micro-communities’ Is Bigger Than Geo-targeting – Beet.TV

Havas Media’s Diana Bernstein: Focusing on ‘Micro-communities’ Is Bigger Than Geo-targeting – Beet.TV

SAN JUAN, PR — The traditional divide between national and local marketing strategies is outdated and ineffective in today’s complex media landscape, according to Diana Bernstein, Managing Partner, Partnerships at Havas Media Network. “What we’ve been doing at Havas is rethinking local marketing within community marketing,” Bernstein told Beet.TV’s David Kaplan at the Beet Retreat San Juan.“Right now, when you’re looking to target, there’s a nat…

This interview is part of our DOOH newsletter. DOOH is continuing its rise in power in the media plans, with an expanding offer, new programmatic purchasing modes and a strategic positioning between branding and performance. For Havas Media Network, this media, long seen as a simple digital extension of the classic display, is now a full lever, capable of responding to multiple challenges – from visual impact to precision of targeting. But if th…