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This week marks the roll-out of Tegna AudienceOne, one of the few first-party (and third-party cookie-less) audience targeting solutions in the local media landscape. Tegna AudienceOne taps into audience data from Tegna stations’ websites and apps, allowing marketers to precisely tune campaigns based on behavioral, household, contextual and buying behaviors. Tegna says AudienceOne is privacy-safe and drives performance across Tegna’s 50 million active audience members.
To highlight the launch, Tegna recently partnered with Provoke Insights on a research survey of 2,000 millennials to gain further insight into their unique perspectives and buying habits. The survey results point to six distinct archetypes within this 72 million-plus population, including:
The Confident Parents: The top priorities for this group are family, career, and mental health. They work full-time and are busy juggling home and professional life, in addition to being adept online shoppers and heavy consumers of local broadcast news. The In-store Moms:This group tends to live paycheck-to-paycheck and is likely to be on the hunt for a new job. They enjoy cooking, gardening, and painting and have a strong preference for shopping in-store versus online. The “All About Me”:This segment, comprising 9.5% of millennials, skews male, and prioritizes appearance and social life. They love to impulse shop and crave products they can receive quickly. The Overachievers:These are “type A” personalities who are optimistic, confident, and career driven. They are big spenders when it comes to vacations, home improvement, and luxury items, and are actively involved in their local community. The Glass Half Empty:Evenly split between men and women, this group is