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Targets & Segments

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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Appealing to Millennial Parents: What Works Best

  • George Carey and Steve August

A study of the passion points in Millennial families resulted in findings that can increase the odds marketers will succeed in appealing to parents in this important group. Among the findings: the overriding passion point for parents is making sure their kids are prepared to succeed.

The Emergence of Generation Z And Its Impact in Advertising

  • Duncan Southgate, Kantar Millward Brown; Journal of Advertising Research

Marketers seeking proof that they can’t ignore how Gen Z’s media attitudes and behaviors differ from those of older generations need not look further. This study, published in the Journal of Advertising Research, shows that marketers should adopt a new approach for Gen Z, including addressing factors such as ad blocking behavior, creative preferences, and need for novelty.

Differences in U.S. Hispanic TV Viewing and Preferences By Generation

  • Brian Hughes and Jake Beniflah
  • MAGNA GLOBAL; Center of Multicultural Science

Sharp differences in TV viewing and preferences occur among first, second, and third generation U.S. Hispanics. The length of time spent in the U.S. affected habits among first generation Hispanics. For example more third generation Hispanics report not watching broadcast TV at all than report watching any of the Spanish-language networks.

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Does Brand Equity Matter to Financial Services Brands?

  • Anne Rivers, Managing Director, BAV Group

How can financial services brands can break away from the relatively low value associated with the financial category overall? Raising the salience of key factors – from customer care to friendliness to being straightforward – can create valuable emotional commitment that financial services brands can bank on to raise their brand equity and, thereby, their success.

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Location Analytics Improve Bank Marketing Strategies

  • V. Marastoni-Bieser, VP, Marketing, Cuebiq; J. Cheris, VP of Business Intelligence, Sterling National Bank; C. La Sala, Director, Retail Bank & Mortgage Decision Mgt., Citibank

Location analytics can help banks better map and measure the consumer journey. But how many banks – and other marketers – capitalize on them? Research from mobility and location intelligence company Cuebiq offers suggestions that can power bank marketing to a new level and provides guidance to all who seek to cash in on using location analytics to improve marketing outcomes.

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Targeting Bias: Cross-Platform Case Study

  • R/GA (Agency); Ad Council (Client); Mindride (Experience Design); Persuade & Influence (Production); Brewster Parsons (Post Production)

Bias and discrimination are among America’s most polarizing problems. Yet most Americans consider themselves unprejudiced and resist messages suggesting they are biased. This ARF David Ogilvy Awards winning case study details an approach to creative and targeting that resulted in one of the most successful PSA’s in history.

Plurals and Millennials in a Cross-Platform Universe

  • Mark Loughney
  • Turner Broadcasting System

Plurals, the population born after 1996, differ from Millennials in multiple ways, e.g., they demand more choice and explore tech more readily and impatiently. As a result, marketers need to understand implications, such as recognizing that developmental abilities among age groups within Plurals affects device usage and their need for social currency rises with age.

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