Word of the Day: Granularity

In a Wall Street Journal (paid sub. req.) article about brands’ success with behavioral targeting, this little gem popped out.

“We’ve never been able to get to this level of granularity,” says John Vail, director of the interactive marketing group at Pepsi-Cola North America.

I know what granular means. It means powdery. As for this client-speak specimen, I have no idea.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.