Targets & Segments

Targeting Aids Consumers at Different Stages of their Purchase Journey

  • MSI

Although firms invest much in targeted advertising, little is known about when it is most effective. A new Marketing Science Institute (MSI) working paper now shows that such advertising helps facilitate the purchase journey along different stages. While targeting on social media is found effective for consumers during the early stages of that journey, retargeting is best served for consumers who are closer along the line to making that purchase. Another important finding was that cross-platform targeting does not motivate consumers who are unfamiliar with the product or brand.

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This is When Diversity in TV Ads Drives Purchase Intent

Promoting diversity through creative content is the right thing to do and can be highly beneficial for brands if done correctly. It’s important for the context to be in sync with the changing context of public opinion. The study featured in this latest MSI white paper, found that Black actors’ share of ads can increase purchase intent, but only when the ads were processed peripherally. If the ad’s aim was to increase the public’s attention to inequality, this could actually inhibit the effect.

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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How Comedy Central Increased MultiCultural Millennials Metrics

  • Comedy Central

This submission to the Ogilvy Awards explains the research among Multicultural Millennials that led to the resurgence of the Comedy Central program, Key & Peele, in its fourth season. The findings from their three different studies resulted in new marketing approaches, such as partnerships with Hip-Hop fans, and led to increases in awareness, audience, ratings and social media activity.

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An Experiment in Understanding Kids Cross-Platform Consumption

  • Katie Artemas and Nicole Tramontano
  • Star Com; Turner

It used to be that kids say the darndest things. But in today’s cross-platform media world, are kids watching the darndest things? Well they’re certainly using every device possible to watch whatever they wish. A CIMM committee sponsored this study with TiVo and RealityMine, and learned that kids consume it all – live TV, time-shifted TV, tablets, and smartphones.

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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.

Multicultural Mobile Behavior Insights: What You Need to Know

  • Christian Martinez; Fernanda Alcantara
  • Facebook

Facebook synthesized analysis from four sources to report on the use of mobile by U.S. multicultural consumers in their shopper journeys. Their research not only reinforced the importance of mobile among African-Americans, Asian-Americans, and Hispanics; it also found differences in their mobile purchase behavior, e.g., African-Americans and Hispanics inspect fewer products when purchasing on mobile vs. desktop.

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