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It’s an acne category client and they're targeting teenagers because 75 percent of
teens have acne. They're targeting Mom, because she’s the purchase decision maker and brings
the child to the doctor. And some surprising things that happen when you innovate, in terms
of not just the individual target segments, but the media, making sure the media is unique
to those segments and the creative is unique to those segments. And that surprisingly,
they start to integrate. Surprisingly, because when we fond that in teen media, actually
you can reach Moms, and in Mom’s media you can reach teens. So the confluence across
targeting. There’s always gonna be the young adult overlap, 18 to 34, but it’s different
by target audience segment and an innovative approach, I think most advertisers try to
use one or two mornings to kind of blast.
So having unique messages and unique media all working together with integrated analytics
is I think a very innovative use of what should be moving forward. Beyond just, again, one
channel thinking. Today and in the near future, a lot of [UNINTEL] boxes, your kill boxes
[?],have adjustable advertising baked into them. DirecTV and Dish already have enabled
households for interactive television. So you can use adjustable advertising but it’s
actually already happening before people are using this new technology. So this is using
it in a mass media sense beyond micromedia. Because that doesn't generate a lot of reach
and frequency to drive business. So this is a mass media use of it as well. So it’s
more powerful because greater numbers.