I watched TV yesterday (yes, I know, it’s SO 20th century). A TV commercial explained me that I might be the next Miss Belgium and that I really should apply right now. A few minutes after, right after the 8 o’clock news, another commercial presented a solution to my mobility problem: A stairlift! Even if I can’t dunk, I play basketball. I’m a 37 year old male, reasonably healthy (still have to quit smoking) with a pretty traditional lifestyle.
Despite a very precise socio-demographic targeting opportunity and while behavioral targeting solutions are finetuned by our industry major players, we still see that kind of absurd media plans. In the case of Miss Belgium, it’s free advertising space (the broadcaster is organizer of the event) but what had the planner of the stairlift in mind?
Anyway, wish me luck for the Miss Belgium competition.