Australia: Big TV data equals modern consumer insights

For many years the focus of TV advertising has been around achieving a tangible media objective against a very broad demographic. Today, however, the game has changed.

Firstly, advertisers know more about their consumers than ever before, meaning they now have the ability to go beyond the standard broad-brush approach. This is all thanks to a shift in innovation - that we at Multiview like to call "Advanced Segmentation".

With new technology set to deliver a significantly larger TV return-path-data panel, the past 'sensible' approach of targeting people aged 25-54 years now looks very traditional. Data is now so robust that Multiview, for example, has a sample of over 10,000 homes, allowing us to explore way beyond standard age and gender demographics and understand consumers' real, every-day interests and habits around spending, media consumption, technology and income.

It's not a perfectly tailored message to an individual, rather a targeted approach using far more meaningful consumer segments such as "premium", "mainstream" and "budget". And these segments can be further broken down into even more defined segments. We can create many viewer-graphics, which can be accurately used as a proxy for psychographics and other targeting.

Take for example a beer brand wanting to target surfing fans. We can capture viewers who regularly watch live surfing on Fuel TV and we can follow their viewing habits across general entertainment, movies, lifestyle, news, other sport and music. We can see what other interests they enjoy and whether they spend a higher or lower amount on household items.

MCN contacts: http://www.casbaa.com/advertising/resources/partners/mcn