Does demographic targeting really work?

Advertising is frequently targeted based on demographics like age and gender. But how much are you losing from inaccurate targeting and a broad-brush approach?

Ask yourself:

  • Are you happy with your current marketing mix?

  • Are you satisfied with your ROI on digital media?

  • Do you currently use programmatic platforms?

The challenge

Companies are using programmatic advertising to target their potential consumers. This approach is the equivalent of a black box – with the providers determining whether the target audiences have been met, and to what extent (and often with little regard to consumer privacy).

  • According to Statista in the US, more than 90 percent of respondents were receiving marketing messages that were irrelevant to them.

  • 44 percent of survey participants said they were willing to switch to brands that did personalisation better.

  • Gartner survey shows brands risk losing 38 percent of customers because of poor marketing personalisation efforts.

The solution – Safe Media™

In contextual targeting your ads are placed in context – where the on-page content is relevant and a match for your content keywords and categories. How much ROI could you generate from contextual-based targeting?

Digital Works Group and data experts Global Data Bank have joined forces to bring you a powerful solution which translates your desired target segment into a behavioural/contextual target. Global brands use the Compliant platform to monitor, measure and benchmark privacy compliance across their digital media supply chain.

Compliant logo

If you are interested in improving the performance of any of your marketing mix, please leave your details and we will contact you.

Clients already reaping the benefits of contextual-based targeting

FMCG brand shows uplifts on all marketing KPIs & 95% on-target delivery

Market leading FMCG company markets many $ billion brands worldwide and began a media and commercial transformation in late 2020

Safe media case study: FMCG

  • The client had an objective to deliver better conversion (data-driven), and greater return on investment for its Digital Media budget.

  • And higher Marketing KPIs of its video Advertising (main KPIs viewability and completion rate on a given targeted segment of the audience).

  • Another vital goal was to help drastically reduce the dependence on Google Youtube video inventory without a decrease in quality or an increase in costs.

Global Data Bank designed and executed a three-pillar digital plan:

  • Clear and realistic digital strategy to create alternative digital video inventory that met demanding reach & frequency requirements.

  • Qualitative media plan with the KPIs in terms of completion and viewability rates higher than the IAB MRCs’ standard for Video inventory.

  • Cost-effective with an aggressive goal to deliver +95% on target with 70% viewability and 75% completion rates at cost parity vs. YAG.

Global Data Bank’s Safe Media™ over-delivered against all KPIs for the 90-day pilot with 2 brands.
The client therefore requested expanding our approach across 23+ brands and has been live for 10 months with the following results month over month:

  • 95% on target delivery (all brands)

  • 85% viewability rate (vs. 70% target)

  • 82% completion rate (vs. 75% target)

    • 10% lower CPV (vs. YAG target)

Scalable model for a viable alternative to video Advertising on Google Youtube. The Media supply is Data Privacy compliant and meets all the above KPIs.

Targeted advertising sees a 32% uplift in new customer acquisition.

Reaching your audience with responsible media and exceeding results big time is every marketer’s dream.
Here’s one example:

Compliant™ airline case study image

To reach this airline’s audience with two display ad campaigns in September 2021, both with high viewability targets of 70%, but using contextual advertising versus third party cookies. This would ensure more responsible and ethical ad targeting.

  • The media supply was curated with contextual segmentation and brand safety that removed bots and fraud.

  • This ensured user privacy and brand responsibility in both campaigns.

  • It also provided more quality of inventory and audience.

  • Viewability results for both campaigns reached 87% and 85%, both surpassing the established target.

  • These results exceeded any viewability results the advertiser had ever experienced at that price point – R$7.50 versus typically R$10, equivalent to USD$1.35 and USD$1.80 respectively.