So, you’ve defined a goal and set measurable KPIs for it.
It’s time to dive into your target audience research: you need to figure out who your “ideal” audience is, what excites them, and where they like to spend time both online and offline.
You probably already have hypotheses about what small business email list kind of advertising the target audience will like. But you shouldn’t spend advertising budgets on confirming or refuting guesses without preliminary analysis.
Relying on general audience data across platforms or targeting people with similar characteristics can be a quick and easy tactic, but learning more about your target users will yield better results.
Start by creating target audience portraits with specific attributes and profiling criteria, such as:
- age or generation;
- location;
- habits and lifestyle;
- relationship;
- income and position;
- preferences in media and social networks;
- points of contact with it;
- level of trust in influencers;
- brands with similar values.
Avoid stereotypes and remember that each generation has unique characteristics – for example, look at how many boomers use social media today. Age is just a number, it is important to consider culture and values.
Consumer research is key to getting your campaigns seen by the right people at the right time. Try to dig deep, then focus on the details that enrich your persona and confirm your hunches.
Streaming as another point of contact with the target audience
Almost half of households worldwide when is the right time to invest in digital marketing have smart TVs, up 24% since 2020. A third use them to access the Internet (CTV).
How can you benefit from the streaming boom and target the connected TV audience?
Global markets, share of smart TV owners (left) and share of users who actively use TV to access the Internet (right):
Source
Consumers in Brazil, for example, are the leading audience for CTV advertising worldwide (Netflix, Amazon Prime Video and Disney+ are the leading streaming platforms in this market), as they are the ones who connect to a smart TV and use it to access the spam data Internet. And they are not bothered by interruptions to their favorite shows: 58% kept their current subscriptions after the ads appeared, and 21% upgraded to a more expensive ad-free subscription.
Looking at the global market as a whole, how do consumers respond to streaming ads? A study of 11 global markets shows that:
- 63% of consumers retained their previous subscription;
- 11% changed their subscription to a more expensive one to avoid advertising;
- 8% changed their subscription to a cheaper one;
- and only 7% cancelled their subscription.
Regarding dynamics, the percentage of those who maintain current subscriptions to streaming TV has increased by 7% over the year, this is a global media trend. And the percentage of those who switched to a subscription without advertising has decreased by 46%. This suggests that people perceive advertising at the beginning or in the middle of the video.
This trend also applies to our market.