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...