The Trade Desk has analyzed new data which encourages brands to steer clear of stereotypes and make better use of data to improve the effectiveness of their ad campaigns.
The report states that X Factor and Strictly Come Dancing fans are most likely to browse on a tablet, while Great British Bake Off and Cold Feet viewers prefer PCs.
The data further reveals that X Factor fans who are likely to be shopaholics, are also more likely than average to be C-suite executives (3.57x) and work in the business and finance industries (1.38x) which makes them a lucrative audience for financial services brands.
Express.co.uk is the most visited site by Strictly fans, who are also ten times more likely to visit football club Arsenal’s website gunnersphere.com than the general population. Cold Feet watchers are 20 times more likely to visit wired.co.uk, while ladbible.com is in favor for X Factor fanatics, who are 15 times more likely to browse on the site.
Great British Bake Off fans are 1.93 times more likely to earn more than $100,000 a year and 1.2 times more likely to be IT decision markers while Strictly Come Dancing fans are more likely to take frequent holidays in the UK and own a Sony PlayStation, by 2.12 and 1.2 more times respectively - as revealed through data analysis.
Sacha Berlik, managing director for EMEA at The Trade Desk said: “From talent show bankers to geeky bakers, our findings shine the light on exactly why it is so important for advertisers to use data to find the right audiences. Without data, brands are effectively firing blind - and the hit and miss targeting that results from this is a guaranteed way of wasting precious ad spend while alienating consumers."
"At the same time, brands risk excluding consumers that could be very receptive to their messages, simply because they don’t fit into the traditional target audience. Smart techniques like lookalike modelling are an excellent way for advertisers to delve deeper than demographics and identify the right users to deliver successful online ad campaigns.”
The Trade Desk used cookie data to build a custom pool of users who frequently view sites that relate to four TV shows - X Factor, Strictly Come Dancing, the Great British Bake Off and Cold Feet. It then analyzed the cookie pool data which included location, device and other sites viewed.