Segmentation-based targeting has been around forever in the advertising world. In consists of taking data from the U.S. Census, and combining it with proprietary methodology that classifies the U.S. population into 66 demographic segments based on demographic, psychographic and socio-economic data attributes.
What this does is organize the vast amount of targeting data into easily interpreted and manipulated groups, or “segments,” to help advertisers better target their demographic. This methodology has already been introduced, in its most basic form, in the mobile marketing community, but never to its fullest extent.
A leader in segmentation-based targeting data is Nielsen and its “Nielsen Claritas” solution that has been utilizing segmentation data for the past 35 years in a variety of industries. Finally, this data and methodology is making its way into mobile campaigns, where the full potential of segmentation targeting can be fully utilized.
The Weather Channel, and its “interactive” solution, are already jumping on the bandwagen with an announcement that it will fully integrate Nielsen Claritas-based segmentation targeting data on device-specific mobile weather applications and at The Weather Channel’s main mobile site. This further enhances its ZIP Code-targeting capabilities TWCi already provides its advertisers on the weather.com site online, and allows advertisers to customize their message and creative units to reach a highly-targeted, receptive audience.
“Working with The Weather Channel Interactive allows Nielsen Claritas to deploy our proven segmentation data and add value both online and via mobile media,” said Bruce Wilkinson, Nielsen Claritas VP, practice leader for media and communications. “This helps advertisers reach their targets more efficiently, and it helps media companies prove the value of their Internet and mobile media offerings.”
Data is key in all advertising campaigns, and nowhere is it more important than in the mobile channel. While analytical data is one thing, tarteting data can be just as important, if not moreso. Marketers need analytical data during and after a specific campaign, while targeting data–epecially segmentation-based targeting data–is important during the beginnning and planning-phases of a campaign.
It will be interesting to see the differences, if any, in the ROI and effectiveness of the advertising on TWC’s interactive mobile apps and Websites. Segmentation-targeting has been proven in other areas of advertising, now we just need to see how it works in the mobile channel.