Targeting Television Audiences Using Demographic Similarity

摘要

Targeting advertising on television is difficult due to limitations around ad tracking and ad delivery. This paper describes a new method of television advertising which can work with today’s state of the art broadcast television media. The method works by calculating a match score between historical buyer demographics and television station-program-day-hour demographics. Television media which is very similar to the demographic of the buyer is targeted for advertising. The method is tested in a live media buy and it is shown that the method can significantly increases the performance of television advertising.