The Pitfalls of Hyper-Targeting

Streaming allows for hyper-targeted demographics, but excluding linear television can eliminate a large portion of your customers. Many media planners don’t realize that streaming isn’t the only thing on people’s screens, they’re also watching traditional broadcast and cable TV. A data-driven traditional TV strategy should be utilized for robust outcomes.

• Use your first-party data to get a complete picture of existing customers to understand media consumption for all your customers, not just the one segment with the highest concentration.
• In an example by Nielsen, a diaper company was inclined to target new moms where 71% of their total TV time is spent on streaming. When looking at their first party data, their existing customer base also included dads and grandparents. This audience spends 54% of their TV time on linear television. The diaper company created the proper media mix of CTV/streaming and linear television to reach their broader audience.
• Social platforms’ CPMs continue to climb, but you may be surprised that CPMs on TV can actually be lower, making it an effective way to scale reach while maintaining efficiency.
• Examine your creative themes to find programs that contextually align.

Many companies focus on a narrow demographic and hyper-targeted digital and social. Hyper-targeting prevents your brand from reaching segments of new and existing customers that spend their viewing time on the full spectrum of TV viewing. Broader and more diverse ad campaigns expand reach and meet your customers where they are.