Demographic Targeting

Targeting based on the personal traits of your desired audience.

These traits may include age, sex, race, occupation, income, marital status, and parental status.

A hallmark of media planning, it isn’t always necessary to use demographic targeting. Google’s search ads, to name one prominent example, rely more on the declared intent of the searcher.

If Carla, who identifies with she/her pronouns, is searching for a new chainsaw, it doesn’t matter if she is a 64-year-old man or a 28-year-old woman. She wants that chainsaw, and if she is specifically searching for an 18-inch, 40.2-cc, 2-stroke cycle chainsaw, she probably has an immediate need that can be filled without knowing much about her beyond where she wants to pick it up or have it shipped. To that end, geographic targeting layered over that intent-based targeting will be the best way to ensure Carla soon has her chainsaw.