While skewed from a US angle, this article highlights some interesting points about the way outdoor advertising targets people. Well worth a read if you're in the outdoor business.
Out of home advertising can reach specific demographics with more accuracy than ever before. Mums are targeted on the school run, families are reached on a weekend train trip while youths are hit with the latest fashions during a visit to the high street.
But socio-demographics have changed. We’re entering a ‘flat-age’ society, where people are living longer, staying healthier and remaining younger in attitude and interests. OOH advertisers need to react and start thinking about creating and planning campaigns to target behaviour, rather than demographics.
In a bid to demonstrate the value of targeting consumers by behaviour as opposed to solely by traditional demographics such as age, gender, income or social class, we at KBH have produced new OOH audience categories with our Pen Profiles, using Mosaic, Personicx and TGI data.
We studied the behaviour of more than 2,500 consumers, beginning in 2013 and then again last year. We assigned them to one of the following groups – Influential Youths, Intellectual Urbanites, Modern Families or Affluent Professionals. Although these categories are still partly segmented by age and social classifications, they are also heavily derived from attitude and behaviour.
Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]
The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]
With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life. With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]