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Beyond audience segmentation: Are large retailers better suited than traditional media to serve advertisers' needs?
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management). Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-0301-9765
2009 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Media firms create value by attracting and aggregating audiences that are relevant and actionable for advertisers. Traditionally, these mass audiences are measured and sold in demographic chunks. Such measurement practices and standards support comparability between media but remain on the other hand largely unsuitable for explaining the patterns of behavior that advertisers ultimately want to influence. From this perspective traditional media do surprisingly little to refine, repackage and enhance the value, flexibility and versatility of their audiences. An important challenge for audience measurement researchers and professionals has therefore been to build a connection between what media we consume and what products we purchase that is more reliable than purely demographic segmenting. Through a case study of Sweden’s largest retailer ICA this paper illustrates how proprietary channels of communication are apt to seamlessly translate marketing target groups to communication target group. Commercialization of this capability puts retail firm ICA in direct competition with traditional mass media for suppliers’ advertising budgets.

Place, publisher, year, edition, pages
2009.
Identifiers
URN: urn:nbn:se:hj:diva-10822OAI: oai:DiVA.org:hj-10822DiVA, id: diva2:275214
Conference
Advances in audience measurement, March 26-29, University of Miami
Available from: 2009-11-04 Created: 2009-11-04 Last updated: 2015-08-20Bibliographically approved

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  • Other locale
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