Demographic Targeting Is Antiquated

[mandy]

Demographic targeting represents an antiquated and inadequate method for targeting media. It's time we moved on...

Demographics were essentially the first tool developed for eliminating advertising waste. That was decades ago, when advertisers discovered demographic correlations such as the notion that purchasers of consumer packaged goods tended to be female. Broadcast outlets began to guarantee their reach against demographic audiences using ratings, and broadcast media's audience-based model hasn't changed much since.

What has changed is the rest of the media business and its approach to targeting, particularly digital media. We can focus our media laser on behavioral, interest-based, lifestyle-based and other varying criteria...

full article: http://imediaconnection.com/content/18036.asp