Customizing Demographics for Future Converters with Kyle Zvacek, Group Director, Strategy, OMD

Posted 6 months ago by Customizing Demographics for Future Converters with Kyle Zvacek, Group Director, Strategy, OMD

In an age when advertisers are no longer looking at broad demographic targets, such as a male adult 25-64 rating or demo buy, and linear and digital media consumption is becoming ubiquitous, Kyle Zvacek says his clients are more interested in thinly sliced audience segments, what they’re delivering against, and whether they’re delivering the right message to the right audience at the right time. With the overarching goal of persuading, informing, driving favorability, and then converting, audience targeting is that simple, and yet that complicated. One of the great challenges for marketers today is dissecting those targets and customizing for future converters as well as finding the right forms of measurement to truly understand outcomes and success. OMD is always looking for new ways to aggregate specific measurement structures from a linear and digital perspective and to accommodate all the different forms of content consumption that best align with ideal opportunities for brand placement, brand purpose, and messaging.