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Targets & Segments

What Drives Consumers to Share Their Data in Addressable TV?

  • JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

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Cross--Platform, Millennial Style

  • Emily Bockino; Christian DeBonville
  • ESPN

To score with sports fans marketers need to take their targets’ different sports consumption habits into account. ESPN’s analysis of advertising and entertainment content across platforms showed differences by age, gender, marital status, and number of platforms used. One example: Millennials consume more on mobile and in magazines than do older ESPN audiences.

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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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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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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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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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