Lightspeed Blog

Why Audience Targeting is something Market Researchers need to Familiarize Themselves With

Posted by Tiama HD Fowler on Jun 15, 2016

Historically and simplistically speaking, market research is often a tool used to help clients make informed decisions relative to media buying. The typical scenario used to look like this:

Our clients would buy media based on a series of inputs; survey data being just one. If a client wanted to advertise their new sports product, they’d likely purchase an ad spot in the sports section of a newspaper or on ESPN.com. If a second client wanted to promote the upcoming season of their TV show, they might advertise for it on a series of entertainment focused websites. In this model, media content was a proxy for media buying. The decision was likely influenced by several data points, i.e. survey data, viewership information or market trend data. The assumption was if a consumer was looking at ESPN.com or reading the sport section of a newspaper, they may be interested in the first client’s sports product. If a consumer is surfing one of those entertainment websites, they may be more interested in the upcoming season of the second client’s show.

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Topics: Market Research, media buying, audience targeting

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