1、Break free from stereotypes and boost your marketing effectivenessMEDIA1CONTENTSINTRODUCTION1.BUILDING ACTIONABLE SEGMENTATIONS BEYOND DEMOGRAPHICS2.BREAKING FREE FROM THE LIMITS OF YOUR OWN DATASETS3.BALANCING GLOBAL AND LOCAL PERSPECTIVES4.COUNTERACTING MEDIAASSUMPTIONS5.PRACTICAL CONSIDERATIONS T

2、O DELIVER PEOPLE-BASED OUTCOMESINDUSTRY PERSPECTIVESKEY TAKEAWAYS&IMPLICATIONSHOW KANTAR MEDIA TGI SUPPORTSBUSINESSES22INTRODUCTIONIn our 2022 study Beyond Age,we began tochallenge this outdated approach by building audiences based on values,experiences,and behaviours that transcend generational bia

3、ses.By advocating a nuanced strategy bridging microtargeting and demographic-basedplanning,we showed marketers a path to unlock new opportunities for improved effectiveness.The core concept centres on a people-poweredmarketing approach,which avoids stereotypes,creates brand salience that resonates a

4、crossdiverse markets,and establishes more personalconnections with customers.It is also anethical practice that avoids oversimplifyingaudiences and placing people into apparentlyhomogeneous groups.This new and practical guide goes severalsteps further,enhancing marketing efforts byadopting an advanc

5、ed people-centric approach to segmentation and targeting.Unique insights from TGI,the syndicatedsurvey used in over 40 markets worldwide and a global currency for consumer insight,serve as the foundation for this guide.Additionally,input from Kantar Medias clients and partners worldwide further expl

6、ores the opportunitiesthat lie beyond traditional demographic segmentations.We express sincere gratitude to all the brands,agencies,and media owners who contributed their time and insights.Their valuable input will fuel ongoing discussions and shape the future of targeting in marketing.3Our brains u

7、se biases as shortcuts for quick decision-making and categorisation.While efficient,biases can lead to unjust and flawed judgments,and when marketers rely on them for planning and targeting,itcanresult in ineffective campaigns.Gary BrownEditor,TGI Marketing LBUILDING ACTIONABLESEGMENTATIONS BEYOND D

8、EMOGRAPHICS4While there have been strides in improving the visibility of marginalised groups in advertising,stereotypes,such as age and gender,can persistin targeting strategies.One reason for this is the reliance on traditional marketing strategies that have been deeply ingrained in the industry.Ho

9、wever,using these common demographic categories may notalways reflect the diverse realities and preferences of individuals within those groups.“Its really lazy.All of us are more than just the products and services thatwe buy or use,and really understanding who people are,using the wealthof data tha

10、t we have,is an obvious way to lose those stereotypes.”Helen Rose Head of Insight,the7stars,UK“In order to get to know this whobetter,we have to move away from the idea of pure socio-demographics,which does not provide us with differentiation between products and categories,or innovation,and make th

11、e leap to the study of behaviour to build different person-clusters based on their behaviours,buyer archetypes,purchase drivers,points of sale and most related brands.“Roc o Bravo Insights Director PHD Media,SpainAnother factor for their persistence is the inertia around existing stereotypes and bia

12、ses that still permeate society.Stereotypes about genderand age are deeply rooted in cultural norms and can be perpetuated if not consciouslychallenged.Advertisers may sometimes fall back on these stereotypes because they believe they resonate with their target audience or because they are simply ea

13、sier to trade than more nuanced and inclusive approaches.However,its important to note that many brands and advertisers are actively working to challenge and break free from such thinking and are making efforts to create advertising campaigns that represent a wider range ofidentities andnarratives.T

14、hey understand thatpeople-powered marketing means being more inclusive and accepting,and thus can appeal to a broader audience and strengthen their brands reputation.5One of the fundamental marketing challenges at the heart of targeting by demographics isbalancing reach and eficiency.Targeting speci

15、fic demographics can be seen to efficiently allocate marketing resources by focusing on groups that are more likely to be interested in a product or service.This approach aims to maximise the return on investment by reaching the right people with the right message.However,relying solely on demograph

16、ic targeting can limit the reach of a campaign.Bynarrowing the focus to specific age or gender groups,advertisers may miss out on potential customers who fall outside those categories but still have an interest in the product.This can result in missed opportunities and a smaller potential customer b

17、ase.Furthermore,demographic targeting can bake in bias and overlook the individuality and complexity of consumers.People within a demographic group are not homogeneous in terms of their behaviour and attitudes.They have varied interests,preferences,and behaviours that cannot be fully captured by bro

18、ad demographic characteristicsalone.T o address this challenge,marketers canemploy strategies that go beyond demographics and embrace a more personalised and data-driven approach.This guide will explore these options.Target:Consumers who have bought make-up,cosmetics,skincare products or perfume/aft

19、ershave online in the last fourweeksAge16349%Female30%51%Interested in fashion/beauty or research it onlineInterested in celebrity interviews and stories or research them online36%Been to music festivals in last12 months44%Stereotype:Predominantly young and femaleReality Check No.1Young women make u

20、p a third of the group,but the majority are outside this demographic.Demographic-based groups can significantly limit the size of the target be sure to take into account the totality of an audience to avoid missing opportunities.Reality Check No.2%more likely to be in the followinggroupsYoung women

21、over-index in buying cosmetics online,but there are other attitudinal or behavioural characteristics that transcend demography and have a greateraffinity with the targetaudience.Attitudes andbehaviours can reveal more unifying characteristics of a target group than demographics alone.Source:TGI Glob

22、al Quick View 2023(adults aged 1665 across 35 marketsworldwide)34%Women16-3466%Other6T o achieve a comprehensive understanding of consumer motivations andpreferences,itsessentialto movebeyond traditional demographic-based segmentation and explore behavioural and attitudinalgroups.While demographic d

23、ata remains important for campaign targeting,relying solely on itis no longer sufficient.By delving deeper into the behaviours and attitudes that truly shape media audiences and influence purchasing decisions,marketerscan create more effective strategies to reachtheir desired audience.Levelling up a

24、 segmentation means going beyond basic demographic characteristics to focus on psychographic factors,interests,preferences,and behaviours.By identifying and groupingindividuals based on shared attitudes,values,lifestylechoices,ENHANCED CUSTOMER INSIGHTSGain deeper insights into consumer motivations,

25、informing effective campaigns and improving satisfaction.IDENTIFICATION OF NICHE OPPORTUNITIESUncover overlooked niche markets and target audiences.IMPROVED PERSONALISATIONTailor messaging,content,and offersto resonate with unique needs,increasing conversion likelihood.PRECISION IN TARGETINGFocus on

26、 receptive individuals regardless of demographic.ADAPTABILITY AND AGILITYAdjust marketing strategies according to changing preferences and emerging trends.and behaviours,marketers can gain insightsinto the motivations and needs that drive consumer decision-making.The advantages of adopting a people-

27、powered segmentation approach are numerous:“Demographic datais very important for our campaigns segmentation,but we cannot use this parameter alone;it is necessary to explore behaviours and attitudes that really make adifference in media audiences and reflect in product-purchase decision-making.”Pau

28、la MarsilliStrategy and Audiences Director,Natura&Co Brazil“We group like-minded people bytheir values and their mind-set and not by demographics.People of the same age,or similar income,can differ strongly in values and consumer-behaviour it is more the social age that counts when targetingconsumer

29、s.”Manfred Tautscher Managing Director,Sinus,GermanyJenny Shevlin,Head of Planning&Insight,ReachUKReach UKs Jenny Shevlin describes how the publisher bases its audience segmentation on values and attitudes,leading to improvements in how the business understands readers and delivers more effective ad

30、vertising.7TGI datasets include a range of preset segmentations that are based on a rangeof behavioural and attitudinal variables givingusersan easy starting point to understanding how their audiences correspond to a range of topics.Segmentations include:contact us8CHAPTER 1:Beyond Bias in Demograph

31、ic TargetingHave you challenged any demographic-basedbrief?9Be sure not to miss out on conversion opportunities by limiting yourtarget audiences to age or gender-based groups.How well do you really know your target audience?What unites and separates them in terms of their attitudes,values,behaviours

32、,and choices?Is your segmentation flexible enough to respond to changingevents?BREAKING FREE FROM THE LIMITS OF YOUR OWN DATASETSToday,marketers are armed with anunprecedented wealth of data providing valuable business and market insights.However,relying solely on the data you have at hand can be li

33、miting and riskbias.T o gain a true competitive edge,marketers must venture beyond their existing datasets and explore a broader understanding of their target audiences and what truly motivates them.Harnessing additional information about your segmentations can be the key to planning more effective

34、campaigns and attaining a competitive differentiation.However,to achieve this its important to connect different datasets,striking a balance between syndicated and custom consumer insights.While syndicated data forms a solid foundation,customising these insights to cater to your unique business need

35、s is the ultimategame-changer.With TGI Plus we offer two powerful solutions designed to enhance your targeting efforts and enrich your understanding of consumers.Lets take a closer look at each:QUICK CONNECTIONSWith this option,you can commission Kantar Media to collect additional data points that a

36、re specific to your industry,market or customer base.This is particularly useful when youre responding to an urgent client brief and cant find a suitable data-point in your TGIsurveyor you want to run a quick poll on something topical to share withinternal stakeholders.TGI Quick Connections involves

37、 running fast turnaround fieldwork on your custom questions.These data-points are then seamlessly linked back to your TGI dataset via our intelligent data modellingsolutions.This allows you to gain a deeper understanding of your target groups and identify key themes that resonate withyour customers.

38、ADVANCED CONNECTIONSTGI has extensive expertise in creating advanced statistical segmentations ofyour market or customers.The process startsby us working closely with you to understand your unique requirements and objectives.We can then develop a tailored segmentation framework that aligns with your

39、 specific needs.This can be created from scratch or connected to an existing segmentation model that you find valuable.These customisation solutions empower you to take full advantage of the TGIdataset while addressing your specific marketingchallenges.By incorporating TGI data points toenrich your

40、proprietary data or by creating personalised segmentations,you can fine-tune your targeting efforts,uncover actionable insights,and optimise your marketingstrategies.1111TGI supports brands to boost theeffectiveness of their consumer insight,targeting andplanning.Here are two examples of how harness

41、ing and connecting TGI datais giving buy-side marketers the edge.12We worked with Diageo in Brazil to connect TGI data to its businesssexistingdemographic-based customer segmentation,providing a complete picture of attitudes,drink choices and media preferences.This enabled Diageo to significantly im

42、prove the understanding of its consumers and to improve its media planning effectiveness.View the case study here,presented by Kantar IBOPE Medias Cristiani Leonardi.CONNECTIONS IN FOCUS“We leverage our segmentations to plan and activate with speed and scale and deliver a better experience for consu

43、mers.”Marco FradeHead of Media&eCommerce,Diageo PUB for Brazil,Paraguay&UruguayCristiani Leonardi Measurement Science Director,Kantar Ibope Media13Stephen LaverySenior Impact and Insights Manager,The Earthshot PrizeCASE STUDYThe Earthshot Prize is a global initiative that seeks to address environmen

44、tal challenges and inspire positive change.In collaboration with Kantar,the Earthshot Prize uses strategic media services to promote environmental urgency and optimism through storytelling.The collaboration focuses on reaching target audiences effectively and leveraging consumer insights to drive im

45、pactful communications.TGI plays a crucial role here in understanding audience profiles,media consumption habits,attitudes,and motivations.This valuable consumer data enables the Earthshot Prize to develop specific audience segments and tailor communications strategies accordingly.By using tools suc

46、h as TGI Global Quick View,the Earthshot Prize gains insights into environmental attitudes,behaviours,and demographics across different segments,allowing for targeted and impactful messaging.Crucially,TGI data has helped the Prize to identify and focus on the most important segments to target.14TGI

47、also connects with audience data in many forms,enabling those who are selling mediato enrich their consumer insights and value their inventory accordingly.15CHALLENGESamsung Ads connected TV advertising platform enables advertisers to reach and engage with audiences from over 50 million Samsung Smar

48、t TVs across Europe.Samsung Ads identified the need to complement their first-party data targeting and measurement proposition by overlaying industry-standard addressable audiences in targeting segments.APPROACHSamsung Ads partnered with Kantar Media to enhance its CTV targeting solution across four

49、 European markets,using TGI data.The objective wasto predict the characteristics of Samsung Smart TV viewers without the need to rely on the use of personal data,to offer an enhanced targeting solution across both branding and performance-based CTV campaigns.Enhancing addressable connected TV audien

50、cetargeting withTGI Consumer DataNik DewarEU Sales Director,Samsung Ads“Our partnership with Kantar Media TGI data further strengthens our CTV offering for brands,and opens up new privacy-secure targeting segments valued by TVadvertisers.”IMPACT16The ability to offer these audiences has enabled Sams

51、ung Ads to provide advertisers with a market-leading addressable CTV targeting proposition.This project has provided the groundwork for further matching and scaling between Samsung Ads and Kantar datasets,further enhancing Samsung Ads abilities to offer detailed,targeted audience segments via its ow

52、n market-leading CTVservice.CONNECTIONS IN FOCUSIaki SanchezHead of Media Sales(Spain),DAZNVIEWPOINTS FROM THESELL-SIDEHow DAZN is connecting data toreveal new insights into its audienceAs a growing video-on-demand platform specialising in live sports,DAZN workswith third parties including Kantar Me

53、dia to enrich its subscriber data and deliver new insights to rights holders.Here,DAZNs Head of Media Sales in Spain,Iaki Sanchez,explains how connecting panel and return path data from set-top boxes has been well received by agencies and advertisers and has enabled the business to remove data blind

54、 spots and unlock value from its owndatasets.How Hello!Magazine is complementing first-party data to have a holisticviewof audiencesAs a world-famous publisher,Hello!magazine have built a loyal readership and a strong set of first-party data,particularly in categories where they naturally over-index

55、,such as fashion and beauty.To gain a more holistic view of their audience outside of these categories,Hello!use TGI to provide validated data to the buy-side and expand upon theircore offering.Alex KirbyRevenue Operations Director,Hello!17CHAPTER 2:Beyond Bias in your own datasetsCan you identify y

56、our data blind spots?18Howwell do you really know your customers?Counter your assumptions by connecting CRM data to third-party data to enrich your understanding.How well have you sized up your competition?Where do their audiences differ from or overlap with your own?BALANCINGGLOBAL AND LOCAL PERSPE

57、CTIVESCROSS-BORDER TARGETING:ONE SIZE DOESNT FIT ALLTraditionally,demographics have acted as a common currency across borders,making them a popular choice for marketers planning multi-market campaigns.However,there can be substantial differences between regions,and advertisers should make themselves

58、 aware of these factors or risk damaging their prospects,or even their reputations in more extremecases.TGI Global Quick View data,for example,shows that different markets have different content preferences and viewing habits there are those where viewers prefer free streaming platforms funded by ad

59、s(such as Nigeria and India),while others prefer subscriptions(such as the Netherlands and Denmark),potentially making it more difficult to reach an audience through online video ads.Its also important to understand the dynamics oflocal media markets so be sure to recogniselocal media vehicles that

60、can deliver significantimpact and reach.Technological advancements and the rise of social media have also facilitated the creation of global communities and groups based on shared interests.This presents an opportunity for marketers to expand their reach and target audiences beyond their domestic ma

61、rkets.However,it iscrucialfor brands to recognise that a one-size-fits-all approach does not always apply when it comes to cross-border targeting.While there may be shared interests and communities across borders,cultural,linguistic,and socio-economic variations still exist.What works well in one ma

62、rket may not necessarily be effective in another.Therefore,marketers need to adapt their approaches to align with the specific needs and preferences of each targetaudience.BEYOND BIASAttitudes to ad-funded modelsQ:“I would be happy to put up with adverts ifmy TV/video streaming subscription was chea

63、per”(any age)77%77%72%71%NigeriaIndiaIndonesiaPhilippines64%64%63%62%62%58%58%56%55%54%52%51%51%50%50%50%49%49%48%45%40%38%38%33%33%Austria Switzerland Denmark Netherlands44%44%43%43%41%41%Thailand TurkeySaudiArabiaUSASouthAfricaChina Mexico Brazil EgyptItaly SpainGBChina Taiwan Japan Singapore Chin

64、a Hong Kong Canada Poland Argentina AustraliaFrance SouthKoreaNew Zealand Germany Belgium Sweden NorwayMarkets already with higher propensity to use free(ad-funded VOD platformsSource:TGI Global Quick View 2022.Base:Paid or Free VOD Users(70,406)Markets with greater proportion of VOD users on paid p

65、laformsConnected consumers in different markets are more likelyto be willing to support ad-funded video-on-demandmodels.Read related article:Power of Regionality20When planning global or international media campaigns,its crucial to ensure the dynamics of local media markets are considered.Here are a

66、few strategies to accomplish this:Work with local experts and agencies who can provide valuable knowledge andexpertise about the dynamics of local media markets.Identify the prominent media channels,their reach and impact,and the preferences of the target audience in each market.This research will p

67、rovide valuable insights that can guide media planning decisions.Media buys should incorporate flexibility to accommodate the specific needs of each market.This includes considering factors such as preferred media channels,peak viewing times,and cultural or seasonal events that impact media consumpt

68、ion.Different markets may have specific advertising regulations or cultural sensitivities that need to be considered.Moreover,accurately translating and localising campaign messages is essential toavoid misunderstandings or unintended meanings that may arise due to language differences.For example,t

69、he Coca-Cola name in China was first read as Kekoukela,which means bite the wax tadpole or female horse stuffed with wax depending on the dialect.Coke then researched 40,000 characters to find a phonetic equivalent,eventually settling on Kokou Kole,which translates as the much more palatable happine

70、ss in the mouth.*Using Europa TGI to understand news preferences in four major Europeanmarkets%adultswho are fairlyor very interested in reading about local news innewspapers or magazines*Germany 81%Spain66%France 48%Great Britain 42%Here we can see that adults in Germany are almost twice as likely

71、as adults in Great Britain to say that they are fairly or very interested in reading about local news in the press.Marketers seeking to reach large audiences in Germany may need to consider the relative strength of local news in a way that could be less of a factor in GB and France.Of course,individ

72、ual titles may perform well for specific campaigns further interrogations of the data to gain a complete view of the preferences and media behaviours of your targetaudience are required.Source:Europa TGI 2023 R1(DE,FR,ES,GB)Miguel Gutirrez-CortinesHead of Insights,OMD Spain“Although a global strateg

73、y can provide a solid foundation,it is essential to allow a certain flexibility and adaptation at a local level.Every market has its own preferences and behaviours which is why personalisation and adaptation of campaign messages to each context are fundamental to the success of the campaign.”*Gulf B

74、usiness,Top 10 Brands Lost in Translation,2013|LINK21As the deprecation of third-party cookies approaches,brands,agencies,and mediaowners are seeking future-proofed capabilities to understand and target consumer cohorts.One of the emerging post-cookie options for marketers is geo-based targeting a s

75、olutionthat enables marketers to optimise their media plans by understanding audience composition across neighbourhoods,and to reach these geo-based groups in a highly privacy-compliant manner whether via offline or onlinechannels.Responding to the resurgent value of geo-based audiences as a channel

76、 for media targeting,TGI has developed its new TGI Geo Affinitiessolution to enable markets to explore non-demographic audiences and plan campaigns around postal area data.At the heart of this solution,TGIusesa combination of its rich audience data,advanced predictive techniques,and available neighb

77、ourhood composition data(e.g.,official census data)to create predictions of where audiences are likely to be present in greaterproportions.Launched recently in the UK,TGIGeoAffinities delivers an ability to:EXPLORE COMPLEX AUDIENCESUnderstand the distribution and patterns ofan audience beyond simple

78、r regional-basedor demographic-only measures.COMBINE AUDIENCE SIGNALSCombine signals fromTGIs Geo Affinities with other geo-based audience data or graphs held within your business.PLAN BASED ON GROUPS OF SIMILAR POSTCODESIdentify and group together sets of postcodedistricts that have the highest aff

79、inity with aparticular attitude orbehaviour.ACTIVATE BASED ON YOUR GEO-BASED PLANLeverage sets of postcodes fortargetingwhether against your own geo-basedinventory or through TGIs partnerships with other geo-targeting platforms such as AdSquare orGDR22TGI GEO AFFINITIES INACTIONSamantha describes ho

80、w the Daily Mail uses TGI to target and commission editorial based on postcode levelinsights.Samantha EalesSenior Insight&Data Manager,Mail Metro Media,UKChris LarmourGlobal Product Director(TGI),Kantar Media,UKRachel MaceyHead of TGIBusinessDevelopment,Kantar Media,UKChris&Rachel demonstratehow to

81、build actionable audience segmentations at pinpoint geographic resolution using TGI GeoAffinities.23CHAPTER 3:Beyond Bias in your location targetingHave you tested how your global campaign targets and messaging resonate acrossmarkets?Embrace local expertise!Are you eliminating guesswork byunderstand

82、ing the nuances of media markets?Explore how local or national titles can add reachand resonance to multinational media plans.Are you leveraging new tools to understandand react to dynamics of hyper-localareas?24COUNTERACTINGMEDIA ASSUMPTIONS25For media buyers to achieve this they will need to compa

83、re competing media channels and vehicles on a level playing field.Fortunately,there are tools that can help by setting standards to allow marketers to compare the reach,frequency,and engagement of different media channels in a consistentway.One such tool isthe Media Neutral Quintile(MNQ)segmentation

84、 within TGI.MNQs split consumers of each medium into five equal-sized groups based on their level of consumption of that medium.The resulting groups range from the top 20%(heaviestconsumers)to the bottom 20%(lightest consumers).Those who do not consume the medium at all are consigned to a separate g

85、roup of non-consumers.MNQs represent an easy-to-use and comparable set of media measurements which have several uses,from improving campaign efficiency by pinpointing the best media mix,to building a compelling sales argument for aspecific medium.The question of Which media will work?is a complex on

86、e,and there is no single answer that will ffit every situation.People-powered marketing is about building target audiences beyond demographics but also about suspending biases when it comesto media choices.NewspapersMagazinesInternetOutdoor103CinemaRadio115115Gaming8081LiveTVVideo on Demand105101Sou

87、rce:Europa TGI R12023Newspapers78Magazines103Internet160Outdoor154CinemaRadio99GamingFrequent users of food delivery services(order in at least once per week)214180LiveTV85Video on Demand169Comparing media on a level playing field Media Neutral Quintiles Using TGI to demonstrate which media target g

88、roup is most likely to heavily consume(i.e.be in the top 20%of consumers).Adults who have donated to childrens charities in the past 12 months1581422626For media sellers,thechallenge of media fragmentationis that it can be dificult to know who is competing for advertising investment in a particular

89、media channel or vehicle.This is because there are so many different choices available,andit can be dificult to trackwho is advertising in eachchannel.“Unconscious bias is something that we all fall into as in,if you think that some media that you consume on a daily basis should be on a media plan,t

90、heresa good chance when you actually dig deeper thatit shouldnt be.”Stephen Wade Managing Partner,Initiative Media Ireland“As social media becomes a bigger part of peoples media day,we find that were competing for business with a constantly increasing set of publishers.This meanswere now having to p

91、rove the effectiveness of our channels not only against other social publishers which wed be able to do with platform data but also against multiple different media offerings.TGI data allowsus to make a like-for-like comparison of our audience with these newcompetitorsand demonstrate what makes our

92、audience unique foradvertisers.”Joe Chapman Research&Insight Lead,JOE Media UKFind out moreCOMPARING MEDIA:CAMPAIGN MEASUREMENTCAMPAIGN AUDIENCE VALIDATIONTMKantar Media has recently launched its Campaign Audience Validation tool in Latin America.This provides de-duplicated reach and frequency measu

93、rement across broadcast,online video and social mediachannels in asingle dataset.Marketers are harnessing these newmetrics to understand the performance of each channel and optimise investments in real time.More markets are due to launchsoon.T o learnmore,MEDIA2727 A Brazilian broadcaster used TGRs

94、to connect pre-existing TGI segments to specific viewing dayparts and programmes to better understand their viewers and grow their audiences.A sports betting company to optimised its TV media plan by identifying specific programmes and time slots which are most frequently viewed by its target audien

95、ce.A tourism brand used TGRs to build an in-depth media plan that considers the specific viewing behaviours of its target audience enriching their plan with new shows and channels that over-index.The primary purpose of media currencies is to determine the size of audiences for variousmedia channels,

96、such as TV,print,and radio.However,these viewership,readership,or listenership currencies often report on a limited set of demographic-based groups.By fusing withTGI,media currencies can enhance their offering and provide a more comprehensive view of media audiences.TGI brings millions of additional

97、 data points that enable agranularunderstanding of the affinities of different programme,publications,or radio shows.This expanded dataset allows for a morewell-rounded view of media audiences,going beyond simple demographic measures.With TGIs integration,media currencies can provide insights into t

98、he preferences,behaviours,and interests of audiences,enabling advertisers and marketers to make more informed decisions.This broader perspective allows for better targeting and customisation of campaigns,ensuring that they resonate with specific audience segments and deliver more impactful results.T

99、he fusion of media currencies with TGI data also enriches the planning and buying process,empowering advertisers to leverage a wider range of information and make more precise decisions based on a more comprehensiveview of media audiences.Martin Greenbank,Head of Research&Measurement,Channel4Media c

100、urrencies play a vital role in the marketing industry by providinga common language and trusted source of information for buying and selling advertising.Here,Martin Greenbank of Channel 4 reflects on the importance of TGRs and how they allow broadcasters to expand beyond the eight common measurement

101、 demographics.2828Once an audience has been identiffied,marketers willwant to reach them in the online environments that matter to them mostand just asinTGIs currency connections,marketers should similarly seek online media buys that involve targeting beyond demographics.Precision targeting through

102、online activation enables advertisers to deliver personalised messages,increasing the chances of engagement,conversion,and customersatisfaction.Always-on audience activation:TGI audiences are pre-built segments that are readily available for purchase in popular digital activation marketplaces.These

103、segments are based on a wide range of variables and can be used to target specific groups of people.Custom audience activation:In addition to pre-built TGI audiences,custom feeds and custom audiences can be created basedon specific criteria,such as geographical locations or segmentations from TGI Pl

104、us.This allows for a highly customised and targeted approach toaudience activation.The goal is to make use of real-world audience segments and data to ensure that the right messagesare delivered to the right people at the right time and in the right context,increasing the effectiveness of marketinge

105、fforts.TGI AudienceActivation can help you take media buying actions that are closely aligned to your insight teams plans by making available TGI segments in a range of buying environments.“We want to understand consumers beyond their unique identifier from a cookie (beyond the mouse clicks);we want

106、 to understand consumers in their totality and,critically,their media preferences and behaviours.The partnership between Teads and Kantar Media TGI allows advertisers to directly activate their audience without passing via intermediary steps with demographic proxies.”Arnaud BarbillonData Lead,Teads,

107、France2929CHALLENGEA bank in the Nordic region ran a savings and investment campaign in which the intended target groups included families and those interested in savings and investments.The team at Wavemaker had previously been targeting cookie-based Google affinity audiences and were looking to fu

108、ture-proof their set-up.APPROACHWavemaker teamed up in a pioneering partnership with the bank and dataprovider Idfree,using TGI to develop relevant target groups of a local population with a greater interest in savings and investments.The audiences were matched by Idfree and tested against Google af

109、finity audiences to compare set-up with the existing cookie-reliant set-up.IMPACT30 50%increase in click-through rate 33%overall increase in CPMThrough the cookieless approach,the campaign outperformed the cookie-based audiences by exposing the ads in geo-areas where users had a greater interest in

110、savings and investment.How Wavemaker used TGI Audience Activation to boost programmatic campaign performance fora NordicbankCONNECTIONS IN FOCUS30CHAPTER 4:Beyond Bias in media choicesAre you comparing media channels ona genuinely level playing field?31Do you have a full view of potential media part

111、ners?Have you explored how to enrichcurrency measurement data?Are you using consumer insight data to reveal thewho,what and why as well as the howmany?Are you compromising on your audiences when targeting online?Activate segments built on the characteristics thatmatter to your audience,rather than d

112、emographic proxies.PRACTICALCONSIDERATIONS TO DELIVER PEOPLE-BASED OUTCOMES32For modern marketing,ensuring the integrity and fairness of data is essential.Bias can inadvertently seep into various stages of data handling,from sourcing,partnerships,andutilisation.To maintain high standards and uphold

113、the principles of unbiased data handling,watch out for thefollowing in your approach:MAKING PEOPLE-POWEREDMARKETING A REALITY5.Embrace people-based data:Prioritise people-based data that respects individual privacy and consent.Avoid data practices that may infringe on consumer rightsor perpetuate di

114、scrimination.2.Verify data quality and accuracy:Implement robust data cleansing processes to remove any inaccuracies,inconsistencies,or outliers that could influence your analysis.3.Understand data collection methods:Familiarise yourself with the methods used by your partners,always be transparent,a

115、ndensure all methods adhereto ethical and responsiblepractices,avoiding anybiasedmethodologies.4.Evaluate potential partner bias:When partnering with externaldata providers or platforms,scrutinise their methodologies and data sources.Ensure they prioritise fair and unbiased data collection and handl

116、ing.1.Source data from diverse and representative samples:Be cautious of using data from limited sources that mayinadvertently skew your insights and perpetuate bias.7.Regularlyreview data practices:Periodically review your datahandling practices and updatethem as needed.Stayingvigilanthelps to prev

117、ent the inadvertentperpetuation of bias over time.8.Promote ethical data use:Clearly define the purposeandboundaries of data usagewithinyour organisation.Educateyourteam about responsibledatahandling and emphasise theimportance of avoiding bias.9.Be mindful ofdata interpretation:Exercise caution whe

118、ninterpreting data insights toavoid drawing biased conclusions.Maintain objectivity andexploremultiple angles to gain acomprehensive understanding.6.Encourage diverse perspectives:Foster a diverse and inclusive teamto handle data and makeinformeddecisions.Different viewpoints canhelp identify potent

119、ial biasesandensure a more balanced approach.33The great challenge of targeting is activation in the media.Agencies have always done very good target analysis,with all the wealth of data that we have at our disposal.But then we have had a lot of difficulties activating with precision,due to the segm

120、entation variables that the media provided us with.“Using data in programmatic advertising allowed us to dream for a while about personalised targeting on a massive scale.But it has not lived up to expectations because of privacy issues.In the end we have stayed in a middle ground due to legislative

121、changes.In short,with programmatic advertising we have greatly improved our segmentation capacity,but without reaching levels of personalisation that represent an invasionof privacy.JonArtolozagaDirector,GroupMIntelligence Data&Analytics,SpainKristin WozniakSVP,Analytics,Insight+Strategy,PlusCompany

122、,speaking at the World Audiences Summit2023We need to reassess how we approach privacy in this industry We must do better and ask ourselves,even if I can put all this data together and do one-to-one marketing,or any other advanced techniques,do I feel good about it?I need to pause and ask if its rig

123、ht,not just for me but also for the industrys health.Violating trust with our consumers or audiences too much will drive them away,and thats on us.So,I believe we have a responsibility to the health of the industry torethink privacy.Kristin WozniakSVP,Analytics,Insight+Strategy,PlusCompany34CHAPTER

124、5:Beyond Bias in data handlingAre you taking the longer view byunderstanding trends over time?Dont be swayed by isolated datapoints or marginaldifferences between groups.Are you questioning,challenging,andadopting a curious mindset to your dataapproaches?Are your campaigns falling short because your

125、enot prepared to change?When did you last talk tooutside experts?Find an impartial sounding board fresh perspectivesprovide new opportunities to checkbias.35POINTS OFVIEWWe asked a range of leading experts across the marketing spectrum to give their views on people-poweredmarketing.36“We use TGI to

126、build out an audience and not just take everything at face value we want to base our campaigns in as much data aspossible.”Carolynne Kelly,Strategic Planner,Havas(Ireland)“The positive side of media fragmentation is that this clearly enhances the ability for segmentation to have a very clear and act

127、ionable media planningimplication,and an increasingly fragmented landscape means finding niche audiences or behaviours is often easier.”Alex HurleyDirector of Planning,JAA (UK)“The future of audience reach is in a mixed-mode approach to outboundmedia connectivity.Doing whats right for consumers,fort

128、hose who entrust us with their data,and thendeliveringthe flexibility and the different solutions required for our clients andadvertisers in general.”Geoff Copps,Managing Partner,Audience&Identity,Kinesso(UK)“When thinking about the future of targeting,there are only really two things to consider wh

129、at the technology will allow us to do and what theregulation will allow us to do.Bothare driven by consumers,increasing concerns around privacy in their digital spaces.”Jamie Toward,Head of Data UK&Netherlands,Teads(UK)37“I would say we know more about our audience than we ever did but the platforms

130、 have to be right-they have to be right for that audience.”Wendy MacLeanInsight Planner,News Ireland(Ireland)“Combining research data with data of our own and from partners,wemanaged to have a more complete picture of our consumers and audiences,identifying behaviours,journeys and different consumpt

131、ion contexts.”Fernanda Saboya Director of Consumer Connections,Heineken (Brazil)“We have invested quality time not onlyin collecting data and creating dashboards,but in how to correlate them and actuallyextract intelligence from them.”Thiago Cesar SilvaMarketing Director,Consumer Electronics Divisio

132、n,Samsung(Brazil)“People who fall into the core target group usually convert better,often develop intoloyal customers and thus makea significant contributionto achieving the KPIs.”Bastian TinnacherDigital Director,Universal McCann(Germany)38Have your saycontact us!“Market researchdata that collectsv

133、alid sociodemographic characteristics as well as psychographic and consumption-specific ones is so valuable.”Dirk Engel,Independent Media Researcher(Germany)“Within these generationsand age groups live very different people who think and have different visions of life,follow different trends when th

134、inking about consumption andwhen approaching brands and with regard to media agencies,this affects theway they relate to media and its use and consumption.”Cristina VidezDirector of BusinessPlanning Mindshare(Spain)“TGI is extremely complementary with profiles that we could not have created from our

135、 web observations,suchasconsumers who favour Made in France or motorists who drive more than 30,000 km per year.”Arnaud SirjacqDirector SIRDATA(France)“Instead of just sayingto advertisers,forexample,You can have 1824s,you can have males or females,were actually pulling out theinsight and saying,Wha

136、t do you really need?Sowere going beyond the demographics and really getting intothe deeper insightsand behavioural traits.”Alan CurleyClient Strategy Director,Reach (Ireland)39TARGETING IS ONE SIDE OF THE COIN,MEASUREMENT IS THEOTHERMEDIALearn more about how Kantar Media is deploying cross-media me

137、asurement systems in many of these markets and how its unlocking value across the media,marketing and advertisingindustry in this duo of guides for media owners andadvertisers.MEDIA40CONCLUSION:KEY TAKEAWAYS41This guide highlights the need for marketers to reevaluate their targeting strategies and a

138、dopt more advanced approaches.By understanding customers better,embracingnuanced targeting,and enhancing eficiency,marketers can redeffine their strategies.Demographics will always have a place,but itscrucial marketers understand and seek a balance.Beyond bias:how a balanced strategy can break free

139、from stereotypes and boost marketing effectivenessBeyond DemographicsWhile demographics remain relevant,marketers need to strike a balance and understand that other factors play a crucial role in effective targeting.Understanding customersCreating actionable customer segments is vital for making inf

140、ormed business decisions.Syndicated and custom dataBuilding or partnering with a consumerinsight capability that meets specific business needs is essential,combining both syndicated and custom data sources.Balancing Reach and efficiencyMarketers face the challenge of seekingboth widespread reach and

141、 high efficiency in their campaigns.Global and local perspectiveMarketers should consider both global and local insights to create effective campaigns for different markets.BEYOND BIAS4242IMPLICATIONS43Marketing strategies that look beyond bias will impact different parts of the media andmarketing w

142、orld in uniqueways Brands need to continually evolve their understanding of their customers and potential customersand check anyhistorical assumptions against current data.Break away from thelimits of your data:connect your audiences and enhance your segmentations with data that matterstoyour busine

143、ss,givingyour marketing the edge.Demand high standards,expect them of your partners and ensure that robust people-based data are at the heart of your marketing activities.ADVERTISERS Balance global and local perspectives ensurethat your campaigns reflect the dynamics of different media markets and r

144、esonate with yourtargetaudiences no matter where they are.Compare media on a level playing field to avoid bias in your planning andreach your audiences in the environments that deliver.AGENCIES Move beyond traditional age-based demographic segmentations to embrace more nuanced approaches to targetin

145、g.Reevaluate the uniqueness of your audience outside the framing of yourtypical competitive set.Enrich your own dataor that ofyour media currency for more powerful and precise planning choices.MEDIA OWNERS A deeper understanding can help sell audiences based on shared attitudes,values,and behaviours

146、,rather than demographics alone,and thus unlock new brand partnership opportunities.44Our mission is to support smart marketing withtrusted data,audience insight and media expertiseKantar Media TGI supportsbusinessesTGIUse deeper insights to identify the most effective ways to nurture,diversify,grow,andengage your target audiencesBetter understand,profile and segment your customers in afully populated,integrated datasetActivate your highest value target audiences efficiently andeffectively across display,socialor offline media compaigns4545Published by Kantar Media,September2023MEDIA46