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Demographic groupings no longer clearly capture the essence of consumers – nor do they define how or what a consumer will do in their daily lives.
Madison Avenue is getting a wake-up call as NBC News Digital decides to nix demographics and replace them with articulated personas based on content interest and deep insight into how consumers digest news.
By shifting the focus to behavior, advertisers and publishers will be able to operate more in sync around consumer interests and content preferences – hopefully proving more fruitful to all parties.
Read more about NBC’s move to targeting news consumer “archetypes”.