‘Why You Need More Than Demographics to Sell Ads’ – HubSpot
Rob Litterst says, “For decades, every media kit has been touting the same basic demographics: number of readers, gender, ages, HHI, geographies, education, job title, industry, buying intent, authority (ability to buy), budget, etc. In the ‘70s, the kits began to include psychographics — beliefs, attitudes, opinions, and values.
Both psychographics and demographics are important for building a portrait of your audience. But often that information is no longer enough to distinguish your media property from a competitor’s. Advertisers have more choices than ever before. Especially given how buying behavior has dramatically changed
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