OOH Advertising: Ditch The Demographics?

OOH Advertising: Ditch The Demographics?

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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.

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