Video Essentials

In Online Video Advertising, Demographic Targeting Still Rules

Online video ad agencies and marketers have more data than ever, but still rely on time-testing age and gender demographics when targeting consumers. According to fresh data released from video advertising technology company Videology and business intelligence firm Advertiser Perceptions, the preference for standard demo targeting is strong

Among agency advertisers, 67 percent regularly rely on demographic (age and gender) targeting, 67 percent rely on behavioral-based targeting, 42 percent rely on sales-based targeting (such as purchase history), and 55 percent on contextual-based targeting.

For brand marketers, 55 percent regularly rely on demo targeting, 59 percent rely on behavioral-based targeting, 46 percent rely on sales-based targeting, and 46 percent on contextual-based targeting.

The study presented the statement “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,” and asked if participants agreed.

  • 67 percent of agency advertisers agreed
  • 73 percent of brand marketers agreed

In digital video campaigns, 63 percent of agencies thing behavioral-based targeting is effective, while only 51 percent of agencies felt the same. Both groups were less positive about combining demo and other targeting methods, which 51 percent of agencies and 39 percent of brand marketers believed to be effective in driving conversions.

The ad industry was built on the age/gender metric, notes Videology founder and CEO Scott Ferber. While the industry continues to explore new ways of targeting shoppers and measuring effectiveness, many still find value in the traditional methods they used to build their brands.

“Demo has long been the common metric for TV advertising, but the rise in digital came with a whole new variety of data sources to be used in ad campaigns,” Ferber says. “While many advertisers rely on these more granular metrics, there are still many who rely on the broad reach of age and gender demographics, as seen in this research. We’ve prioritized making both types of targeting data available so our advertisers can use whatever works best for driving results in their ad campaigns. In the end, marketers have to focus on the results of campaigns first and foremost.” 

Advertisers Perceptions arrived at its results after surveying over 300 marketer and agency contacts.


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