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Targets & Segments

Findings from the 2nd Annual ARF Privacy Study

What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.

Marketing to Hispanics

Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity?

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How Segmenting by Attitudes vs. Values Can Help Predict Online Behaviors

  • Stephan Scheuffelen, Jan Kemper, & Malte Brettel
  • JOURNAL OF ADVERTISING RESEARCH

Which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.

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Connecting Across Generations

  • John Cora, VP, Sales Research, Forecasting & Measurement, Disney|ABC; Sarah Gardiner, VP, Research & Strategy, Insight Strategy Group; Jonathan Steuer, CRO, Omnicom Media Group

What if your advertising and content could appeal to your core target — and connect with other audiences as well? This research shows what unites consumers across generations today, identifying five trends that recognize consumers’ anxiety, moods, and values. The findings offer guidance to marketers and content producers who want develop messaging that resonates deeply and broadly.

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Do Multicultural Audiences Watch TV Differently than Whites Do?

  • J. P. James (Salem State University); Tyrha M. Lindsey-Warren (Baylor University)
  • JOURNAL OF ADVERTISING RESEARCH

For decades, researchers and media planners have argued whether television-audience measurement has kept pace with the nation’s increasing diversity. Citing differences in triggers between Asians, Blacks, Hispanics, and Whites that lead to greater or less TV consumption, this study calls for a measurement standard that incorporates the multiculturalism of the audience, programming genre, technology use, and demographics.

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Are Black Media Overly Targeted to Black Audiences?

  • Morgan E. Ellithorpe, Michael Hennessy, Amy Bleakley
  • JOURNAL OF ADVERTISING RESEARCH

While movies and TV programs with predominantly Black casts tend to be targeted to Black audiences, they often reach a broader audience. This study examines how Black and White teens perceive Black-oriented content. It found differences that suggest changes in how Black-oriented content is marketed.

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