Targetware TV
The Challenge
Differential customer value is a fact of life. The challenge for organisations today is to identify high-value consumers, via market research, and then to select the marketing options that best target them.
Unfortunately, limited sample sizes in TV research mean that consumer insights often have to be applied to more general target groups, based on age, gender and class, and so mismatches do occur. This in turn leads to poor targeting by media agencies and advertisers and poor management of inventory by TV owners.
The Solution
TargetWare TV is an innovative targeting and segmentation tool that moves away from isolating one group of consumers and labelling it as the target. Instead, TargetWare TV assesses how closely each individual consumer fits with the needs of the brand. This approach is delivered as a software module that can work with any TV survey research data.
Firstly, TargetWare TV allows you to input the market and demographic factors that you consider to be key for your brand – in other words, those that have a predictive value towards purchase or
usage of the brand. This can be based on market insight or empirical data. TargetWare TV then allows you to rate the importance of all of these factors and groups within them. As a result of this sensitive process, each individual in the survey gets a score that reflects his or her real value to the brand.
Using its powerful statistical capabilities, TargetWare TV then calculates a full distribution for the survey population, ranging from those who score highest against the pre-selected factors down to those who score lowest. To target, you simply choose a slice of that distribution and your chosen group of high-value consumers can then be profiled, understood and used as the basis for TV planning. TargetWare TV will define preferred channels, time slots and programmes for all chosen target groups.
In the Workplace
Sales staff at a major European broadcaster were looking for ways to provide their advertisers with a better service. They found a solution in TargetWare TV. This tool enabled them to define target groups which matched their communication groups, as defined by the advertiser.
Sample sizes were big enough and could be defined as the same size as the traditional target group.
TargetWare TV can also be used for target group descriptions which cover more than 50% of
the public. This facility suits advertisers who use big target groups and want the best possible
defined target group. New target groups are used for predictions, campaign optimisations and reporting.
The Results
- TV owners can gain better positioning against other media;
- TV owners can serve advertisers more effectively;
- TV owners can sell more TV spots outside of TV packages;
- TV owners can generate more insightful planning ideas by
analysing real world targets; - TV owners can manage their inventory in a more
flexible way, resulting in higher-value inventory.
