Abstract:

This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the research industry in the U.S.A. This renewed interest is due in part to the assumption that the use of single source data (TV viewing data, purchase data, etc., obtained from a single household over time) allows the advertiser to define media target markets directly by brand/category usage instead of demographics.