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Marge Colberg

Using Viewing Probabilities to Explore Advanced Audiences

By | clypd Blog, Research | No Comments

Because age and gender demographics have traditionally been used by the advertising industry, viewing patterns have been well established and are mostly consistent over time. With the availability of advanced audiences from a variety of data sources, more precision in reaching an audience is possible. By understanding how advanced audiences differ from traditional demographics, we stand to gain in advertising efficiency. 

As an example, a campaign for a new dog treat wants to target dog owners. The target could be created using MRI fusion data or a first-party match of a database of dog owners onto Nielsen respondents. Before creating a proposal for the campaign, clypd users could benefit from exploring how the Dog Owner segment has historically viewed – in particular, which networks and dayparts have higher audience indices for this target and are likely to be effective for ad placement. Read More