In this unit, we'll explore demographic targeting - one of the most fundamental ways to reach your ideal audience in digital advertising.
Think of demographics as the basic "who" of your audience: their age, gender, income, and other personal characteristics.
Engagement Message
What demographics do you think would matter most for a luxury car ad?
Demographics are the statistical characteristics that describe groups of people. They're like the basic facts you'd find on a census form.
The beauty of demographic targeting is its simplicity - you can immediately narrow your audience based on clear, measurable traits.
Engagement Message
Can you think of a product where age would be the most important demographic factor?
The main demographic categories in digital advertising are:
Age, Gender, Income, Education, and Occupation
Most platforms let you target specific age ranges, gender identities, household income levels, education completed, and job types or industries.
Engagement Message
From the five demographics above, which single one matters most when advertising college textbooks?
Demographic targeting works best when your product has a clear demographic fit. Think baby products (new parents), retirement planning (older adults), or student loans (young adults).
It's less effective when your product appeals broadly across demographic lines.
Engagement Message
Can you think of a product that would appeal to almost any demographic?
Here's the important caveat: avoid stereotyping. Just because someone fits a demographic doesn't guarantee they want your product.
Use demographics as a starting point, not a rigid assumption about behavior or preferences.
Engagement Message
Why might assuming all wealthy people want luxury goods be problematic?
