Next Generation TV Advertisement Scheduling - Beyond-demographic segmentation using fused data

Hiroshi Onishi and Akito Nakai

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology.

Next Generation TV Advertisement Scheduling

Beyond-Demographic Segmentation using Fused Data

Hiroshi OnishiR&D Division, Video Research Ltd., Japan

Akito NakaiProcter & Gamble Far East, Inc., Japan

INTRODUCTION

Brand targets of P&G Far East Inc. are defined under in-depth analysis on brands' consumer segments, containing both their demographic aspects as well as their beyond-demographic aspects, such as psychographics and/or purchase behaviors, and so on. Although at the stage of media planning, media planners should translate these consumer segments, data availability and characteristics of media cause the limitation of this translation. For example, the audiences for TV advertisement scheduling have remained...

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