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Advertising to Households with Children?
Households with children are a prime advertising demographic for some advertisers: toy manufacturers, snack companies, e.g., anyone...
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Apr 12, 20222 min read
For Advertisers Looking to Reach African American Audiences, Data May Not Be Your Friend
We looked at an assortment of advertising segments purported to be African Americans across the 3rd party data ecosystem. According to...
Mar 31, 20222 min read
Can You Reach Spanish-Speakers Accurately?
What language people speak at home can be a compelling piece of information for marketers. And while we have looked at Hispanic segments...
Mar 23, 20221 min read
For marketers, accurately advertising to former members of the military is a challenge.
If you’re looking to target current and former members of the military, who are often eligible for unique marketing communications, you...
Mar 3, 20221 min read
Which segments are more accurate? Democrats or Republicans?
Political affiliation is an important set of segments for many marketers looking to get their messages out to the voting population and...
Feb 16, 20221 min read
Is Targeting Small Business Owners Wasted Ad Spend?
Looking to target small business owners? You might be shocked at the waste in your advertising spend. Small business owners make up about...
Feb 9, 20221 min read
No Wonder Advertisers Lost Faith in Demo Targeting
Age and gender are the basis for demographic targeting. Almost any demographically-targeted campaign begins with these attributes. For...
Feb 2, 20222 min read
Audience Inaccuracies Wreak Havoc on the Measurement Industry
Digital media’s early promises captured our imagination and drew us all into the excitement of the future. But that enthusiasm also...
Jan 25, 20221 min read
Are you trying to reach parents with your marketing spend? Be careful what data sources you’re using
Many marketers direct ads at the coveted “presence of children” audience, knowing they direct a large proportion of grocery spending. But...
Jan 21, 20221 min read
Looking for a highly educated audience with your marketing spend? Check your data sources!
Many marketers direct ads at an educated audience, utilizing 3rd party segments with a college degree or higher, as the ideal consumers...
Jan 13, 20222 min read
Want to Capture Retirees' Attention With Your Campaign?
Retirees are a hot commodity! From downsizing their houses, relocating for lower cost of living, or taking up new hobbies, they are...
Dec 7, 20212 min read
How accurate are auto segments in advertising?
The news is all about car sales slowing due to chip shortages. Does this give marketers a great runway to build brand identity for...
Nov 10, 20212 min read
It’s Singles Day - But How Can You Find Singles? (Not a Dating App Ad!)
When we look across the data ecosystem, one thing sticks out in life stage segments; it’s pretty hard to accurately find single people....
Nov 4, 20211 min read
Need to Reach High Income Households?
Household income is a useful predictor of consumption habits and potential interest in a product. It’s no wonder that many data providers...
Oct 7, 20212 min read
Why is Female Targeting More Accurate than Male?
One thing sticks out about gender targeting when we look across different providers: accuracy for women is significantly higher than for...
Sep 23, 20212 min read
Measurement is a Team Sport; and Other Thoughts from the ARF’s audienceXscience
As many of you know, The Advertising Research Foundation had their annual audienceXscience conference this week. We’re huge fans of...
Sep 21, 20212 min read
Asians Have Least Visibility Among Multicultural Segments
While all multiethnic targeting segments have issues with accuracy and reach, for those marketers looking to target an Asian population,...
Sep 16, 20214 min read
Foxes, Henhouses, and Homework The State of Measurement Part 2
Anytime a heated debate over media measurement occurs (oooh, aren’t those fun) you are almost guaranteed to hear at least one of the...
Sep 9, 20213 min read
State of Measurement Today
Say it with me - there is no solution for true cross-platform measurement. Marketers and media owners alike have clamored for such a...
Aug 24, 20211 min read
It’s August and all good marketers know what that means, back to school time!
How do you verify that your ad spend is reaching people that have children in the home and might be in the market for new 3-ring binders...
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