Reach offline targets online with GfK MRI Digital Targeting

More and more brands include online digital display in their ad campaigns. And agencies need to know they're reaching the same targets they are buying on other media. GfK MRI's Digital Targeting service helps agencies to do just that – buy online audiences against the GfK MRI targets they create for TV, cable, magazines and radio.

Media, agencies and advertisers have bought and sold advertising based on GfK MRI Survey of the American Consumer® data for more than 30 years. "Our Digital Targeting extends the insights media professionals have trusted for many years into digital display advertising by translating offline targets to online targets," said GfK MRI EVP Agency and Advertiser Sales Scott Turner.

If you're a GfK MRI client, you can find your offline GfK MRI target online through our Digital Targeting custom service. Nonsubscribers can purchase 44 GfK MRI psychographic targets through Blue Kai, Exelate and Lotame data management platforms. These psychographic targets group consumers based on the attitudes and motivations that drive their buying behaviors. Here are just a few examples:

  • GfK MRI Buy American/Quality – Audience believes buying quality American products is important
  • GfK MRI Promo Codes/Free Shipping Shoppers – Audience only shops online with promo codes and/or free shipping
  • GfK MRI Influenced by Trends – Audience is influenced by what’s “hot” and what’s “not”
  • GfK MRI Online Product/Service Reviewers – Audience posts reviews and ratings online
  • GfK MRI Online Price Comparer – Audience compares prices before buying online

Please contact Sue Nunez or Jeanine Taylor to receive our complete list of psychographic segments or to learn more about buying online display ads using GfK MRI targets.

Starch Digital – magazine ads that nailed the recipe for success

What do advertising and food have in common? In our industry, they both sustain us. So we need to know their recipes for success, especially during the holiday season. This time of year, recipes for dishes and desserts abound. They're on packaging, in articles and, of course, in ads. According to Starch data, recipes that appear in digital and hard copy magazine ads are well noted. Some of these recipes may even make it to a dinner table near you.

Here's a taste of a few digital magazine ads with recipes that scored well for noted, any non-interactive action taken and tried / plan to try the recipe. The ads appeared in digital editions of magazines on tablets during the first half of 2013. Several also performed well in titles not listed below, demonstrating strong overall performance across campaigns.


Better Homes & Gardens

Philadelphia Cream Cheese

Noted - 62%
Any action taken (non interactive) (Noters) 91%

Tried / plan to try recipe (Noters) 38%



Hellmann's With Olive Oil Mayonnaise

Noted - 60%
Any action taken (non interactive)
(Noters) 86%

Tried / plan to try recipe
(Noters) 35%


Martha Stewart Living

McCormick Ground Cinnamon

Noted - 56%
Any action taken (non interactive) (Noters) 88%

Tried / plan to try recipe (Noters) 34%


Good Housekeeping

Mrs. Dash Salt Free Seasonings

Noted - 60%
Any action taken (non interactive)
(Noters) 81%

Tried / plan to try recipe
(Noters) 31%


Woman's Day

McCormick Vanilla Extract

Noted - 67%
Any action taken (non interactive) (Noters) 81%

Tried / plan to try recipe (Noters) 27%

Starch Digital provides metrics on readership and ad effectiveness in more than 40 consumer magazines covering 625 product categories. Results are delivered weekly and are aggregated by platform or medium. We offer:

  1. Insights at the genre, category and ad level
  2. Standard demographics
  3. Percent of readers who "noted" an ad
  4. The extent to which an ad was read
  5. Actions taken as a result of seeing the ad

To learn how your ads perform in digital and hard copy versions of magazines, please contact us.

40 is the new 30

We're all getting older, and we are getting better. Marketers who've long coveted the 30-something target are seeing many of those consumers turn the corner on the big 40. Just like 30-39 year olds, "40-somethings" possess many desirable attributes.

It's time to look at them through a new lens – granted, that lens may be progressive. But for good reasons, it is rose colored.

Living large when shopping

Median age on the rise
  2003 Median
2013 Median
All Adults 44 46
Magazines 43 46
Newspapers 44 50
Radio 42 45
Total TV 44 47
Source: GfK MRI's Survey of the American Consumer®, Spring 2003 and Spring 2013

Before we jump into the 40-49 target, let's consider the broader group of Adults 30-49. They define the sweet spot for many categories, representing 40% or more of total spending. And the older segment accounts for more than half of total 30-49 spending in several categories. Here are some examples:

40-Somethings carry their weight
% Total Category Expenditure
Audio Headphones 46% 46% 54%
Athletic Shoes 44% 49% 51%
Men's Clothing (low ticket) 42% 49% 51%
Shoes 41% 48% 52%
Household Furnishings (big ticket) 41% 47% 53%
Internet/Catalog Shopping 41% 48% 52%
Women's Clothing (low ticket) 40% 47% 53%
Men's Clothing (big ticket) 40% 49% 51%
Tablets & E-Readers 40% 48% 52%
Health & Beauty Aids (men's) 40% 46% 54%
Health & Beauty Aids (women's) 40% 45% 55%
Source: GfK MRI's Survey of the American Consumer®, Spring 2013

We see many similarities when looking at average category expenditures. There also are categories such as vacations, where 40-somethings spend more than 30-39 year olds.

Average category expenditures
 (last 12 months)
  Age 30 - 39 Age 40 - 49
Foreign Vacations $2,787 $3,142
Domestic Vacations $1,735 $2,032
Personal Computers at home* $938 $980
Household Furnishings (big ticket) $902 $984
Audio Equipment & Accessories $141 $170
Source: GfK MRI's Survey of the American Consumer®, Spring 2013
* Personal Computers - most recent purchase

When kids are in the household, both age groups spend about the same on certain categories. 40-somethings, however, spend more in other categories such as Health & Beauty Aids.

Average expenditures with children in HH
(last 12 months)
  Age 30 - 39 Age 40 - 49
Women's Clothing (low ticket) $354 $375
Video Games $256 $264
Women's Clothing (big ticket) $136 $155
Health & Beauty Aids (women's) $163 $183
Sports Equipment $159 $167
Sports Clothing $139 $150
Source: GfK MRI's Survey of the American Consumer®, Spring 2013

Catching up online

The older set of 40-somethings is gaining ground when it comes to using the internet for a range of activities. In the last two years alone, they became more likely than typical adults to participate in the following:

40-Somethings internet activities
  2011 2013
Participated in online dating 108 121
Downloaded podcasts/podcasting 106 125
Obtained childcare or parenting information 105 114
Source: GfK MRI's Survey of the American Consumer®, Spring 2011 and Spring 2013

Connecting with younger adults will continue to rank high on many marketers’ wish lists, and rightfully so. But remember that 40-somethings can be similar to 30-39 year olds … and in some ways, even better.

Julie Says, "Let's get heavy"
Julie Erbe

It pays to know your heavy consumers – they can account for as much as 70 - 90% of your sales. MEMRI, our data retrieval system, tells you all you need to know about these consumers. It reveals who they are, what other products they use, what drives their purchasing behaviors and what media they consume. But there's a right way and a wrong way to find them, so code correctly to get heavy with your best customers.

Heavy users can be found in our Survey of the American Consumer® Doublebase studies. Different amounts may constitute "heavy" for different categories / brands. Usage is based on how much of a category / brand respondents tell us they consume. In the Beer Category, for example, heavy Budweiser users drank eight plus glasses of that brand in the past seven days. For Samuel Adams, four plus glasses indicate heavy brand use. To be a heavy category user, someone would need to drink ten plus beers in the last seven days.

Heavy may not represent your greatest number of customers, but the volume they use often accounts for most of your sales. Here we see that 71% of Budweiser's volume is consumed by the brand's heavy users. Even though they are only 1.4% of all adults, they're a very important group.

The correct way to find heavy users is to use the tercile (heavy / medium / light) function in MEMRI. However, a common error occurs when clients use the "and" function to combine heavy category usage with a brand. "And"ing these two groups will produce results that include heavy category users whose consumption of your brand is minimal. For example, someone who qualified as a heavy beer category drinker and used your brand only once in the past six months would be included in the results.

We know that beer and college football are a great match. When we look at heavy beer drinking among men 21+, we see how coding correctly can find the best match. Although both games have high indices, the Army-Navy index pops for the heavy Samuel Adams drinker. We also see how incorrect coding can lead us to consider the game that doesn’t best reach that drinker. Since these data affect media and marketing decisions, it's important to get the coding right:

If you need step-by-step instructions on how to find heavy users of your brand, please contact me, Julie Erbe. You also can learn more about GfK MRI data – best practices, common mistakes, advanced uses, and more – by joining our webinars.

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