Over the past few years, we’ve seen digital video gain popularity at a steady rate. This year, there are about 229.9 million digital video viewers in the U.S. By 2022, there will be a projected 250 million. If that’s not enough to convince you, here’s another big stat: by 2020, people in the U.S. will spend on average 91.57 minutes per day with digital video. So, how do you get a piece of the pie? And more importantly, how do you find YOUR unique audience among literally millions of users?
The answer is simple – precise targeting!
This may seem a bit daunting, but the key is determining your core audience. Think of it this way, you’re not going to want to target Baby Boomers the same way you target a Millennial. For example, Baby Boomers are significantly more likely to be engaged on social networks, such as Facebook, than with a connected TV device, while the opposite is often true for Millennials. Your core audience’s demographics can help inform what platform is ideal for your video.
Once the demographic is determined, it’s time to narrow down a bit further. Are you looking to reach users across the nation, state, or city? There are a variety of geo-targeting options that can open up or narrow down your audience depending on how localized you’d like your message to be.
From there, targeting can go any which way advertisers want! Behavioral targeting can include household income, education level, political views, and more. Targeting can even get down as granular as specific interests like sports, travel, gaming, auto and cooking.
So, the moral of this story is – if you have an audience, it can be reached with digital video and refined to meet your unique scale and budget parameters. Video is a relevant tool for all advertisers, big or small!