InteracTiVoty: 21st Century Targeting: Behaviors, not Demographics - Todd Juenger - MediaBizBloggers

It39s a strange feeling writing a blog wondering who is taking a few minutes of their valuable time to read your thoughts and what kind of reaction it will provoke if any Last month I got the most precious thing one could wish for amp8211 a posted responseQuick summary last month I wrote a piece on the quotlast gaspquot of relevance for agesex demos arguing it is better to precisely measure the size of the audience for an advertising message and project the characteristics of that audience rather than start with a small group of presumably precisely known audience characteristics and project a highly imprecise total audience I cited Internet search as the perfect case example the total audience is perfectly measureable but no one cares about demographics A reader posting under the name quotKylequot took issue with my arguments using the example of a video game saying it39s preposterous not to care about demographics if you know a M1834 is five times more likely to purchase the product than a F1834 how can you ignore thatKyle raises a terrific point What I think we have here is confusion between Planning and Measurement Of course a brand should make smart media placement choices that will best reach the most likely potential consumers of the product Historically this has been accomplished through agesex demographics Nothing better existed and the whole media marketplace developed around measurement and buyingselling of agesex demos But all along the demos were nothing more than a proxy for audience characteristics brand managers really cared aboutI can speak with a little bit of authority on this I started my career in brand management at PampampG in the laundry category The biggest part of my job was trying to understand laundry habits and how consumers make decisions We developed robust segmentations of consumers based on these factors But when we went to plan our media we were relegated to buying against F1854 What a poor proxy How much more efficient would it have been to be able to target consumer segments we cared about based on attitudes and behaviors we knew would drive their reception of advertising messages and the role various elements played in their decisionmakingBack to the video game example while M1834 may be five times more likely than F1834 to purchase the product I guarantee there are household factors with even more powerful correlations How about presence of the video game console in the household Past purchase of video games on this platform Genrespecific past purchases or crosscategory indicators of interest eg if it39s a Madden football game does the household watch football And own a video game platform And purchase other similar video games in the past What other predictors does the brand have to predict propensity for a household to move into this category in the future All of this is knowable today using settopbox data tied to panels of viewers andor matched purchase data which ties together household behaviors with television consumptionUsing a hypothetical example from TiVo39s quotTrue Targetsquot product which uses an optin panel of 35000 households with settopbox data and survey responses imagine you are managing a political campaign and you39re trying to reach Democrats or Republicans Agesex demos wouldn39t tell you very much But True Targets tells us television consumption of programs and commercials for Democrats and Republicans large samples passively observed If you39re trying to reach Democrats a smart choice might be Kathy Griffin My Life on the DList which in primetime for the broadcast month of June original episode airings had a 68 TiVo household rating among Democrats versus a 44 rating among A1849 So you could pay for 44 ratings points and reach 68 ratings points of your target Now that39s efficiency To reach Republicans a smart choice might be Ice Road Truckers which delivered 30 among Republicans versus a 19 among A1849After planning your campaign and executing the buy using the only available inventory in the marketplace ie C3 currency against agesex demos I would argue the best way to assess media efficiency would be to use settopbox data to measure the specific audience for your commercials overall and use something like the True Targets product to understand the composition of that audience Finally of course judge the marketplace results and build those back into the continuous loop learning cycle of how creative media and weight combine to drive realworld actionsIn the meantime between my day job and writing blogs I39ll continue with my regular life in which as a 42yearold male I am the primary decision maker on laundry products for my householdTodd Juenger is VP and General Manager Audience Research and Measurement for TiVo IncRead all Toddamp8217s MediaBizBloggers commentaries at InteracTiVoty MediaBizBloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

InteracTiVoty: 21st Century Targeting: Behaviors, not Demographics - Todd Juenger - MediaBizBloggers

Author

Publish date

Channel

Todd Juenger

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

InteracTiVoty: 21st Century Targeting: Behaviors, not Demographics - Todd Juenger - MediaBizBloggers

Enjoying This Commentary? There's More to Love

Todd Juenger

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies