Research: Nearly 70% of Leading Agencies Still Rely on Demo Targeting to Reach Consumers

NEW YORK, Dec. 15, 2016 /PRNewswire/ -- Today, Videology, a leading software provider for converged TV and video advertising, announced findings from a new research, which show agency advertisers and brand marketers still heavily rely on age and gender targeting and measurement in their advertising campaigns.

The study, conducted by Advertiser Perceptions, a business intelligence firm that measures what advertisers think about marketing and media, surveyed more than 300 marketer and agency contacts from the Advertiser Perceptions media decision-maker database and third-party databases.

When asked which methods of targeting are regularly employed to reach consumers on digital video advertising campaigns:

• Agency advertisers said:
  • Demo targeting (e.g. age/gender) – 67%
  • Behavioral-based targeting (e.g. lifestyles, preferences) – 67%
  • Sales-based targeting (e.g. purchase history) – 42%
  • Contextual-based targeting (e.g. sports, financial, etc.) – 55%

Brand marketers said:

• Demo targeting (e.g. age/gender) – 55%
• Behavioral-based targeting (e.g. lifestyles, preferences) – 59%
• Sales-based targeting (e.g. purchase history) – 46%
• Contextual-based targeting (e.g. sports, financial, etc.) – 46%

"Honing in on specific audience segments or behaviors can obviously bring huge value to many advertisers, but clearly reaching audiences based on age and gender targeting remains important to many others," said Scott Ferber, Founder and CEO, Videology. "Ironically, as the world of devices and audiences continues to fragment, it's often necessary to choose a broader targeting criteria, such as age and gender, as a common metric to envelop all of the diverse audience bases that come with varying data segments."

When asked about the following statement, 67% of agency advertisers and 73% of brand marketers agreed: 

As more TV content is viewed on digital channels, demo targeting (age/gender) and delivery will remain a key metric for evaluating cross-screen campaigns over the next 3-5 years.

"Our industry has been built on the age/gender metric. While we will continue to embrace new methodologies for targeting and measuring campaign success, many advertisers still find value in the traditional data options on which they built their brands. As a software provider, we must support their decisions, and find the most efficient and intelligent ways to deliver against an advertiser's chosen metrics, whatever those metrics might be" continued Ferber.

For digital video campaigns, 63% of agency marketers feel behavioral-based targeting is effective in driving business results such as online conversions, store-visits or offline sales; 51% of agency advertisers feel that combining demo targeting with other targeting methods (such as behavioral or sales-based) is effective in driving these conversions.

Answering the same question, 51% of brand marketers said they feel behavioral-based targeting is effective in driving business results such as online conversions, store-visits or offline sales; and 39% said combining demo targeting with other targeting methods (such as behavioral or sales-based) is effective in driving these conversions.

Additionally, nearly half of all survey respondents (45%) said they would consider the ability for ad technology to more accurately target audience-specific age/gender demographics for online video campaigns a "valuable advancement."

Videology Predictive Demo Targeting
Through recent platform advancements and extensive data integrations, Videology can now predict and target in-demo delivery with up to 98% confidence, as measured by comScore vCE. Videology also found that, through the use of its technology and aggregated data, it improves upon the performance of other individual 3^rd party demo data providers by more than 2 times when measured by Nielsen's DAR. Videology also outperforms the Nielsen norm for Women 25-54 by 75%. To learn more about Videology's Predictive Demo Targeting solution visit: http://bit.ly/2dD7WC6

About Videology
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

For more information, contact Landin King at [email protected].

SOURCE Videology

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