Aug 01, 2018
By Sean Wagner
A primer for understanding the fundamentals of data-driven TV advertising.
Planning a television media campaign is complicated. Marketers define their audience with specific segments, which are disconnected from the broad demos that are used to buy the ad inventory. Building the right approach sometimes feels like a series of compromises. Often the result is a plan that doesn’t quite match your original goals; you were hoping for apples, but you got oranges.
The emergence of advanced audiences makes the task of matching an audience to your marketing goals a bit easier. Advanced audiences use data from surveys, transactions, or a variety of other sources, which enable advertisers to create more precise customer profiles than age and sex.
Given that audience-based campaigns have shifted from experiments to dedicated components of TV buying, it’s time to figure out how it all works.
So where to begin? Like any other campaign, start with the basic questions:
- Who is your audience?
- What logic did you use to determine that audience
There are no right or wrong responses. Instead, your answers will help determine the best source of data for your campaign and the best way to segment your audience.