This white paper, created in partnership with Campaign, looks at examples where common assumptions about audiences can lead to sub-optimal marketing investments, and how challenging these assumptions can open untapped opportunities.
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By way of example, during the 2018 World Cup, two thirds of FIFA’s UK YouTube audiences were male. However, British female viewers watched 77% more FIFA YouTube videos than their male counterparts. Females were also far more likely to visit specific online retail store categories.
In this report we debunk several marketing preconceptions about online audiences and show how thoughtful use of data can help identify untapped opportunities.
Among other topics covered in the report: