More Layers of Data Improve Your TV Targeting Abilities
Google TV Ads’ audience targeting tool brings together numerous data sources to enable advanced targeting on TV. The merging of clustering models like Nielsen’s PRIZM household segments with anonymized Equifax and set-top box data allows you to target multi-dimensional audiences like women ages 18-24 who love photography. Now we’re adding yet another data set to make that experience even richer — P$YCLE segmentation.
P$YCLE is a market segmentation system from the Nielsen Company that marketers use to understand and target households by financial behavior and wealth. P$YCLE groups households into 58 unique segments based on income-generating assets, spending habits, investment behavior, and various financial and demographic characteristics.
Sample P$YCLE segments include:
- Feathered Nests – There’s money tucked away in Feathered Nests, a collection of middle-aged families with high incomes and above-average investable assets. A mix of college-educated Whites and Asians, these 35- to 54-year-olds typically hold management jobs and have begun filling their retirement accounts with mutual funds, stocks, bonds, and CDs. They’re also a strong credit market, often carrying jumbo mortgages and home equity lines of credit. Insurance omnivores, they own annuities, term and whole life, disability coverage, and auto insurance for their multiple cars. And they enjoy good-life pursuits, like golfing and sailing, boutique shopping for children’s toys and collectibles, and tuning their high-end TVs to ice hockey matches and public broadcasting programs. For investment tips, they read a variety of business magazines.
- Online Living – No segment scores higher for using Internet banking than Online Living. This group of mostly 25- to 44-year-old singles, couples, and families ranks at the top for stock trading and bill paying, as well as buying at retail websites. Many of these web-surfers live in suburban sprawl areas, own their homes and have upscale incomes, but they have only modest levels of income-producing assets and are still paying off student and personal loans.
To get started, simply select a P$YCLE segment in the Google TV Ads interface. Google will create a custom list of cable networks, dayparts, and programs that are popular with your target audience.
Finding your target audience on TV has never been easier and we’re thrilled to continue to explore the powerful ways to connect technology, data, and television.
Posted by Jody Shapiro, Product Manager for Google TV Ads