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 simplicity, many marketers choose to use combined segments, and it’s an obvious choice. Why select the age segments you want and then overlap against gender, which might compound any errors in the data, when you can select […]
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 clouded the reality of the challenges that would inevitably hurt the credibility and momentum of our industry. Being the eternal optimist, I always want to believe our industry has finally reached maturity but then […]
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 are they actually reaching those audiences? In our work, scoring data and measuring audiences, we see a lot of inaccurate data and this segment is no different. In one CPG campaign, using PMPs from […]
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 to receive their messages. But are they actually reaching those audiences? In our work, scoring data and measuring audiences, we see a lot of inaccurate data, and this segment is no different. Within […]
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 making changes and spending money. In short, they’re ripe for targeted advertising. The average age of retirement in the US is 62, and the number of retired workers receiving Social Security benefits was […]
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 consumers who will have to wait longer to make their purchases? Only if they have accurate data to reach the right audiences who might be interested in their models. Data for […]
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. The accuracy for married segments ranges from 0.77 to 0.95, with an average of 0.87, using our Truthscore ™ methodology. But for singles, it’s as low as 0.15 with an average of […]
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 offer these segments across the advertising ecosystem. But just how easy is it to find High Household Income consumers? The average OTP (On Target Percentage) for $100k+ segments from various sources was just […]
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 men. For male segments, the average was 54.3% accuracy across 37 segments. For female? 66.6%. We spoke to some of our data providers who scored highly for gender accuracy, Throtle and Bridge, to ask […]
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 solution since we realized a 5” phone screen was becoming as valuable as a 60” TV screen for reaching consumers. And measurement providers have bent over backwards throwing the kitchen sink at […]