New Study Finds Content Targeting Is the Most Effective Way for Brands to Reach Consumers

It's 'an especially formidable foe' to ad skipping

Content targeting company Zefr released the results of a study conducted by IPG Mediabrands resource Magna and IPG Media Lab, which looked at whether brands can effectively reach consumers on YouTube without relying on audience data. (Hint: They can.)

The study tested how different targeting methods performed across campaigns from Hulu, Jeep and an undisclosed CPG brand. The targeting included: Content targeting, which is when a video advertisement is aligned with content at the video level; demo targeting, which is when a video advertisement uses demographic signals to reach desired audiences; and channel targeting, which is when a video advertisement is run on popular YouTube channels.

The

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