Giant Helium Balloon

Summary: Youth unemployment is at its highest around the world, and it is still hard to get a large number of talented young people in advertising. With the reviews the industry receives from the media, politics, and consumer groups…

Summary: Youth unemployment is at its highest around the world, and it is still hard to get a large number of talented young people in advertising. With the reviews the industry receives from the media, politics, and consumer groups…

Summary: The biggest complaint advertising receives is that consumers see messages from products and services that are not relevant to their needs and wants. People sit down to watch or stream TV and are treated to ads that are obviously not meant for them. AdLand’s quickest response is that these same consumers are either in the brand’s target audience or display traits similar to their target audience.

Ah, yes; the situation boils down to demographics.

How is the industry doing these days when it comes to demographic targeting? A new study done by Catalina Marketing illustrates that we are not doing so well. In its sample of brands that have a target audience of female-headed households between the ages of 25–54, only 15% of the ads made it to their target audience.