Targeting Television Audiences Using Demographic Similarity

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-programday-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. Keywords-television; targeting; advertising; tv; demographics; similarity

• Type: Journal
• Year: 2010
• Where: ICDM
• Authors: Brendan Kitts, Liang Wei, Dyng Au, Stefanie Zlomek, Ryan Brooks, Brian Burdick
• Keywords: Advertising, Data Mining, ICDM 2010, Television Advertising, Television Media