Market Segments – Defining an Audience for Video Advertising

Who are you talking to?

Video is a fantastic tool for conveying your message. The visual and auditory stimulation of such a medium means you can get some very nice cognitive response out of your audience; some of the most powerful advertising around. So if you are thinking about having a video made, the first question to be asked is, “What is my message?” And the second question should be, “Who am I trying to reach?” Unfortunately, I’ve seen too many advertisers skip the second question. They know their product and how fantastic it is and want to let everyone know about it, but forget to understand who they are talking to.

The tool of Market Segmenting

We we may pride ourselves in not having generalizations about the people around us, but the most successful businesses and advertisers do. Good marketers use a little tool called Market Segmenting which is pretty much generalizing groups of the population based on certain characteristics; all based on scientific research of course. To further understand the customers you wish to reach, you will need to segment your market into groups (such as age, gender, location) and then decide who you want to market to. It is perfectly fine to have more than one target market. Think of McDonald’s and the several markets they reach; families, urban, children.

Below is a list of general market segmentations; these are the groups of individuals you will need to study in order to find your target market. This list is not complete but it is a very fundamental list.

The Segmentation Bases:

  • Geographic Segmentation – a group’s location
  • Demographic Segmentation – a group’s general characteristics
  • Sociocultural Segmentation – a group’s societal class and ethnic and cultural background
  • Affective and Cognitive Segmentation – a group’ internal psychological characteristics
  • Behavioral Segmentation – a group’s actions and expressions
  • Combined Approaches – group segmentations that are combined together

Marketing Segmentation


Once you narrow down the type of customers you have or wish to have you are ready to select a Target Market or multiple target markets. As stated above with McDonald’s some products and services have such wide reach that they are able to select more than one target market. It all depends on the nature of your product. However, if you have a single product and are not a multi-national company with marketing teams, I suggest you stick with a single target market.

The Target Market

Armed with the knowledge of your Target Market, you now know who to market your product to. It’s almost as if you have created an ideal customer. We like to call this a Customer Profile (to be discussed in a future post). Knowing your ideal customer you know who to sell your product to, how to sell it, where to sell it and maybe even alter your product to fit your target market if it needs adjustment. This extremely powerful knowledge allows you to command a much more competitive edge over your market space and how to design your message.

Bringing it back to Video

So, when seeking a video professional to produce your video you’ll need to let them know who your target audience is. Any good video professional will understand all the nuances of reaching your target market through creative means; the use of color, sound, images, emotional appeal, etc. are all helpful in reaching your ideal audience. The most successful video advertising campaigns rely on market segmenting. The more you understand your customer, the more easily you can communicate with them.

23 Replies to “Market Segments – Defining an Audience for Video Advertising”

  1. Hi there! Someone in my Myspace group shared this site with us so I
    came to take a look. I’m definitely enjoying the information. I’m book-marking
    and will be tweeting this to my followers! Wonderful blog and great design.

  2. Hmm is anyone else experiencing problems with the
    images on this blog loading? I’m trying to figure out if its a problem on my end or
    if it’s the blog. Any feedback would be greatly appreciated.

  3. Thank you for another wonderful article. Where else could anybody get that kind of information in such a perfect approach of
    writing? I have a presentation next week, and I am on the search for such info.

  4. You really make it seem really easy along with
    your presentation however I find this matter to be actually one
    thing which I think I might by no means understand. It seems
    too complicated and very huge for me. I am looking ahead for your
    next put up, I’ll try to get the grasp of it!

  5. Hey I know this is off topic but I was wondering if you knew
    of any widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some time
    and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly
    enjoy reading your blog and I look forward to your new updates.

  6. Hi, Neat post. There’s an issue with your website in internet explorer, would check this?
    IE still is the marketplace chief and a huge part of folks will leave out your
    magnificent writing due to this problem.

  7. My programmer is trying to convince me to
    move to .net from PHP. I have always disliked the idea because of the expenses.

    But he’s tryiong none the less. I’ve been using WordPress
    on a variety of websites for about a year and am anxious about switching to another platform.
    I have heard very good things about
    Is there a way I can import all my wordpress
    content into it? Any kind of help would be really appreciated!

  8. Having read this I thought it was really enlightening.
    I appreciate you spending some time and effort to put this information together.
    I once again find myself spending way too much time both reading
    and posting comments. But so what, it was still worth it!

  9. Today, I went to the beach with my kids. I found a
    sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to
    her ear and screamed. There was a hermit crab inside and it
    pinched her ear. She never wants to go back! LoL I know this is entirely off topic but I had to tell someone!

  10. Great blog right here! Also your website lots up very fast!
    What host are you the use of? Can I am getting your affiliate hyperlink on your host?
    I want my website loaded up as fast as yours lol

  11. Having read this I thought it was really enlightening.

    I appreciate you finding the time and energy to put this information together.
    I once again find myself spending a lot of time both reading and posting comments.
    But so what, it was still worth it!

  12. Heya! I just wanted to ask if you ever have
    any issues with hackers? My last blog (wordpress) was hacked and I ended up
    losing months of hard work due to no back up. Do you have any methods to stop hackers?

  13. Heya superb blog! Does running a blog like this require a
    large amount of work? I have no knowledge of programming
    but I was hoping to start my own blog in the near future.
    Anyhow, if you have any ideas or techniques for new blog owners please share.
    I know this is off subject nevertheless I just had to ask.

    Many thanks!

Leave a Reply