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

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

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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.




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