Media targeting

In this Best Practice article, Colin McDonald explains how to use single-source data, such as the TGI and media-product panel data.

Media Targeting

Colin McDonaldIt has always been, and largely still is, traditional to select media by demographics, in spite of what seem to be the obvious advantages of targeting product use. It hardly needs underlining that to choose media that are seen by people who you know are likely to use or try your product or service should be a better bet than guessing at this from a bald demographic breakdown. But there are two problems that stand in the way. One is that some media are not very selective for most products;...

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