Age- and gender-based demographics—a staple for targeting consumers in media plans and buys since the 1960s—is still the predominant targeting criteria used by most ad agency executives, but it is losing luster with brand marketers who are more inclined to use “behavioral” targeting.
The findings, which are based on a survey of 300 marketer and agency respondents conducted by Advertiser Perceptions for Videology, found that two-thirds of agency executives still rely predominantly on demographics, while only 55% of marketers cited demos.
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