The document discusses how marketers can more effectively target consumers in the digital age through geo-targeting based on location data and consumer behavior data to reach audiences where they live and with their interests. It provides examples of how targeting consumers by specific geographies, lifestyles, and programming environments can increase returns for advertisers. The document also notes challenges with IP geo-targeting and questions for media representatives to ensure more accurate targeting across screens.

1. Targeting Consumers More Effectively
in The Digital Age

2. Geo-targeting: Reaching more of the right
consumers where they live
Region State DMA Neighborhood
In television, the DMA model treats everyone that lives in a market
equally. Client ROI would be greatly increased if television had
direct mail targeting capability.

3. Today’s retail marketers increasingly focus
on geo-targeting by retail location
Atlanta
Target Store Locations
Target reports
that 85% of
sales come
from within a 15
minute drive of
a store location

4. Today’s marketers increasingly focus on
sales and lifestyle targeting
“Our business is inherently local
Geo-targeting with deep dish pizza popular in the
by consumer mid-west, thin crust in the north
east, and pineapple as a lead
behavior topping on the west coast.”
—CEO, Pizza Hut
CA: Pineapple
Chicago: Deep Dish
New York City: Thin Crust

5. The data challenge: I.P. geo-targeting
is unreliable
• The ads you see
depend upon your IP
address VPN Ad Intended for
IP Address Quincy, MA
• At the zip code level of
18 miles away
targeting, only 16% of
your IP targeting
impressions end up
Work
where you want them.
84% of zip code IP Address
targeted ads miss their 35 miles away
target
P Targeting: Accuracy:
By State 90%
Within 25 Miles 60% Yahoo message to advertisers:
By City 50-80%
“Please note that geo-targeting accuracy
By Zip Code 16%
is not guaranteed and may vary
depending on various factors, including
WiFi the level of targeting selected.”
IP Address
212 miles away
A
Look
At
IP
Geoloca.on
Accuracy”
12/10;
h:p://wha.smyipaddress.com/ip-­‐lookup;
Yahoo.com

6. Targeting matters
October 2012 Cable ad
campaigns Cleveland, Ohio
• Romney selected traditional news and high reach cable networks–75% on 5
networks–40% on CNN and Fox News Channel alone
• Obama selected networks that specifically appealed to swing voters locally–75%
on a dozen entertainment and sports networks and in fixed programming
Source: NCC Cubes data Oct. 2012

7. Consumer targeting: Putting your ad in
consumer–dense programming environments
Target consumer lifestyles,
media behaviors and purchasing–in addition to age and gender
Income Lifestyle Ethnicity Product Sales

8. What tools are available to maximize
consumer reach?
Every brand has a unique consumer profile. There are thousands of programs on cable and
broadcast. How do you select the right programming to reach your well defined consumer?
Families On The Go Affluent Men Outdoor Enthusiast
Fortunately companies like Nielsen, Scarborough and MRI provide research products that
enable advertisers to develop ad campaigns using the programming that uniquely appeals
to target consumers.

9. Example: Reach adults 25–54 100K+
Household Income
The right networks daypart and programs for
your brand in every market on cable, on
broadcast in syndication.
Source: NCC Cubes data Oct. 2012

10. Targeting within a DMA—Cable
system level targeting as an example
There are 28 cable
systems in DC–each with Washington DC
it’s own consumer profile. DMA
In this example only 7
cable systems had
significant consumer
concentrations to support
being recommended to
this European import
dealer association.
These systems reach 46%
of all homes, but their
delivery of core targets is
considerable. Recommended Systems
• 200k+ Homes: 62%
• This European import’s
car registrations: 70%
Source: Includes coverage area; 2010 AMS CableTrack; All data and geographic representations are subject to qualifications available upon request. All Rights Reserved. National Cable Communications L.L.C.

11. Multiscreen targeting: The same
geographic focus applies to every screen
Multi-screen world
76% of consumers in digital homes have another device in their hand
while they’re watching television.

12. 5 questions for your television or online media
rep to ensure more effective targeting in the
digital age.
• What are the opportunities to target specific geographies within your
universe?
• What research is available to support consumer targeting
recommendations?
• Can you target by retail location, lifestyle or product sales?
• Will you assemble consumer-dense networks, dayparts and content
for my brand’s? Television campaign? Online Too?
• Can you align my proprietary sales data with targeted geographies–
and adjust programming or content to hyper-local tastes?