Why you should care about Demographic Profiling


“Big Data” is a phrase that has been floating around for ages. Marketers and brand managers understand the need for qualified data, and there is no shortage of data, the challenge is often in crunching this data so that it becomes useful. Marketers and brand managers have most of the puzzle pieces, but often need to figure out how to put them all together.

And that’s where Demographic Profiling or Demographic Segmentation comes into play, no longer are we measuring the success of digital campaigns based on an estimated number of eyeballs reached, but rather what type of eyeballs it reached.

Demographics, in programmatic buying terms, can be defined as parameters which are used to segment the broad target audience into more specific groups such as gender, age, location and annual income. These can be further segmented, and are grouped together to define the demographic profile that will be targeted for a specific campaign. This in turn allows for accurate and precise targeting. So when an advertiser runs a campaign aimed at a specific audience, the campaign will only be served to people who fit the group trait criteria. In essence, this gives the advertiser access to the right audience, reducing redundant impressions and saving budget.

Aside from the broad demographic parameters mentioned above, there are quite specific segments that can be created based on definable personality traits. This can include the age and lifecycle of the audience, age groups are defined and selected based on general segmentation and lifecycle segmentation can include children, youth, adults and seniors; singles and married; with or without children, age of children, still living at home or even family size. These metrics alone can provide pretty accurate targeting for a campaign, and when added with additional parameters such as gender and household income, advertisers can now pinpoint consumers that perfectly fit their definition of their target audience, right down to the propensity to consume certain products and services.

Demographic Profiling tech does not only benefit the advertiser though, publishers are also able to access data for users that visit their websites, which also allows publisher’s direct sales teams to better monetise each impression, by selling brands their actual target audiences.

With this invaluable tech layer added to premium programmatic market places, like SouthernX, marketers and brand managers can stop asking the question “how many people saw my ad?” and start asking “who saw my ad?”.  In other words, demographic profiling gives marketers a simplified way to read analytics and make more intelligent decisions going forward. Which makes it quite clear that anyone in the media planning landscape should care about the tech. It saves money, time and wastage.

SouthernX Boilerplate

The SouthernX media marketplace works on the sell side of programmatic buying. It provides publishers with a South African based ad exchange platform and advertisers with the opportunity to buy premium and exclusive digital inventory from publishers local to South Africa and Sub-Saharan Africa through real-time bidding auctions.

SouthernX provides a customised, brand safe platform to allow both publishers and buyers to intelligently and safely sell and buy inventory. The technology allows custom categorisation, enforced rules of engagement for sale and purchase, granulated targeting, reporting and hands-on support.

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