Applying Motivations to Digital Video Ads

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.

Applying Motivations to Digital Video Ads

Erika Lamoreaux and Heather DoughertyThe Clorox Company and Resonate

Introduction

Historically, media plans and investment decisions have been dominated by demographics that ultimately fall short in representing the true nature of consumer decisions. We have seen creative begin change and evolve, yet media planning has been slower to take advantage of new ways to reach the right audience. We still see examples of demographics leading the media planning process such as targeting men on websites like ESPN for grilling products, while millions of women grill, research recipes, and/or purchase the food. Advertising cleaning...

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