Especially in the prospecting phase, or when you are talking to audiences that are just starting the shopping cycle you have the obligation not just to build awareness for your brand but also to get your target audience to know your brand. We all recognize that this is hard with a 40K banner, no matter how gifted your art director or your flash designer.
One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.