DE PERSGROEP ADVERTISING: TARGETING

DE PERSGROEP ADVERTISING: TARGETING
Behavourial targeting
Socio-demographic targeting
Device targeting
Entertainment & Culture
Travel lovers
Age
Desktop
Lifestyle
Techies & scientists
Sex
Tablet
24/7
Sport enthusiasts
Residence
Mobile
Car enthusiasts
Spotify
Income
Finance lovers
14%
24/7
5%
NEWSSEEKERS
GENDER
18-24 25-34 34-44 45-54 55-64
AGE
21% 21%
HOUSEHOLD INCOME
21% 21%
20%
18%
20%
18%
14%
32%
30%
14%
5%
15%
18-24 25-34 34-44 45-54 55-64
43%
65+
5%
15%
7%
53%
18-24 25-34 34-44 45-54 55-64
30%
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
(sel. index 257)
7%
0-30K
32%
LOOK UP
NEWS
ONLINE
15% 15%
30-75K
75-100K 100-125K
0-30K
65+
40 % IS INTERESTED
IN POLITICS
(sel.index 111)
125K+
30%
32%
65+
30-75K
75-100K 100-125K
125K+
24/7
NEWSSEEKERS
FOREIGN NEWS SEEKERS
INFLUENCERS
‘FOREIGN NEWS SEEKERS’ LIKE TO
UNDERSTAND THE BIG PICTURE. THEY ONLY
REJOICE AT LOWER PRICES AT THE FUEL
PUMP ONCE THEY KNOW WHY PRICES HAVE
FALLEN. THEIR FRIENDS SEE THEM AS A
REFERENCE FOR RELIABLE INFORMATION.
‘INFLUENCERS’ TRULY UNDERSTAND THAT
NEWS IS NEVER NEUTRAL. THEY QUICKLY
FORM THEIR OWN OPINIONS AND ARE
CONSTANTLY SEARCHING FOR THE OPINIONS
OF INFLUENTIAL PEOPLE. READING OPINION
PIECES IS PART OF THEIR DAILY ROUTINE.
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
24/7
NEWSSEEKERS
IT’S ALL POLITICS
BELGIAN NEWS
THE INFLUENCE OF POLITICS ON OUR LIVES
IS UNDERESTIMATED, BUT NOT BY THESE
FOLLOWERS OF POLITICS. THEY KNOW
WHY THEY HAVE VOTED FOR SOMEONE.
EVERY MONDAY THEY OBSTINATELY LOOK
FORWARD TO PROFESSOR CARL DEVOS’
COLUMN IN DE MORGEN OR THE INSIGHTS
OF JAN SEGHERS, POLITICAL COMMENTATOR
AT HET LAATSTE NIEUWS.
THESE SURFERS ARE MAINLY INTERESTED
IN NEWS THAT HAPPENS CLOSE TO HOME.
BOTH REGIONAL NEWS AND EVENTS OF
NATIONAL IMPORTANCE ATTRACT THEIR
ATTENTION. THE WEBSITES OF HLN.BE
AND/OR DE MORGEN ARE BOOKMARKED
OR THEY FOLLOW THE NEWS WEBSITES
VIA FACEBOOK OR TWITTER SO THAT THEY
DON’T MISS A THING.
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
23%
CAR
ENTHUSIASTS
GENDER
15% 15%
8%
18-24 25-34 34-44 45-54 55-64
AGE
25%
8%
65+
HOUSEHOLD INCOME
31%
21%
19%
18%
30%
23%
13%
15% 15%
15%
4%
8%
18-24 25-34 34-44 45-54 55-64
36%
8%
8%
65+
64%
18-24 25-34 34-44 45-54 55-64
14%
65+
0-30K
30-75K
75-100K
125K+
38%
28%
SPEND BIG BUDGETS
ON CARS
(sel. index 111)
15%
7%
0-30K
30-75K
OWN A
(COMPANY) CAR
12%
75-100K 100-125K
125K+
(sel. index 105)
30%
15%
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
8%
14%
PREFER
LUXURIOUS CARS
USE ONLINE RESEARCH ABOUT
CARS OR MOTORCYCLES
(sel.index 110)
(sel. Index 14)
ENTERTAINMENT
& CULTURE ENTHUSIASTS
20% 21% 20% 20%
14%
5%
AGE
GENDER
18-24 25-34 34-44 45-54 55-64
20% 21% 20% 20%
65+
20% 21% 20% 20%
14%
14%
5%
5%
GO TO FESTIVALS AND
CONCERTS ON A
REGULAR BASIS
VISIT THE THEATER, THE OPERA
OR CLASSICAL CONCERTS
ON A REGULAR BASIS
(sel. Index 123)
(sel. Index 116)
FREQUENTLY WATCH
TV ON A TABLET
FREQUENTLY WATCH
MOVIES ONLINE
(sel. Index 133)
(VIDEO ON DEMAND)
18-24 25-34 34-44 45-54 55-64
48%
18-24 25-34 34-44 45-54 55-64
52%
65+
65+
HOUSEHOLD INCOME
33%
30%
33%
30%
14%
8%
GO TO THE MOVIES
ON A REGULAR BASIS
15%
(sel. Index 116)
33%
30%
14%
15%
8%
0-30K
30-75K
75-100K 100-125K
125K+
(sel. Index 148)
0-30K
30-75K
75-100K 100-125K
125K+
14% 15%
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
8%
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
18%
FINANCE
LOVERS
13%
4%
18-24 25-34 34-44 45-54 55-64
GENDER
AGE
65+
HOUSEHOLD INCOME
25%
25%
21%
18%
19%
38%
21%
19%
18%
13%
19%
28%
13%
4%
15%
18-24 25-34 34-44 45-54 55-64
48%
65+
4%
52%
18-24 25-34 34-44 45-54 55-64
77%
(sel. idx.148)
28%
15%
75-100K 100-125K
30-75K
75-100K 100-125K
125K+
IS CLIENT WITH 2
OR MORE BANKS
HAS EXPERIENCE WITH
BANK LOANS
(sel. idx.126)
30-75K
0-30K
67%
7%
0-30K
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
12%
65+
59%
38%
PARTICIPATES IN
ONLINE BANKING
12%
7%
125K+
38%
28%
(sel. idx.115)
FINANCE
LOVERS
THE ECONOMISTS
THE INVESTORS
ECONOMISTS HAVE A GREAT INTEREST IN
WHAT IS HAPPENING IN THE FINANCIAL
WORLD. IT IS POSSIBLE THAT THEY AREN’T
USING THAT INFORMATION IN THEIR
LIFE YET. BUT THEY MIGHT, IF THEY FIND
PRACTICAL INFORMATION.
INVESTORS ARE YEARNING FOR FINANCIAL
INSIGHTS SO THEY CAN PUT THEM TO USE.
THEY BELIEVE INVESTING IN THE STOCK
MARKET IS A GOOD WAY TO MANAGE THEIR
HOUSEHOLD. THE BEL20 HAS LITTLE TO NO
SECRETS TO THEM.
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
16%
LIFESTYLE
LOVERS
GENDER
12%
4%
18-24 25-34 34-44 45-54 55-64
AGE
65+
HOUSEHOLD INCOME
27%
25%
22%
21%
18%
19%
39%
19%
16%
13%
28%
12%
4%
15%
18-24 25-34 34-44 45-54 55-64
51%
65+
4%
49%
12%
7%
18-24 25-34 34-44 45-54 55-64
0-30K
65+
30-75K
75-100K 100-125K
125K+
38%
WORK OUT SEVERAL
TIMES A WEEK
(sel. index 117)
28%
12%
(sel. index 105)
7%
0-30K
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
TRY OUT NEW
FOOD PRODUCTS
15%
30-75K
75-100K 100-125K
125K+
39%
USE CREDIT
CARDS TO SHOP ONLINE
(sel.index 131)
REGULARLY SHOP ONLINE
FOR SHOES OR CLOTHES
(sel. Index 165)
LIFESTYLE
LOVERS
FOODIES
BEAUTIES
THE NEW LUNCH BAR ON THE CORNER
MUST BE TESTED WITHIN A MONTH
BECAUSE THE FRIENDS OF ‘FOODIES’ WANT
TO KNOW WHETHER IT’S WORTHWHILE.
THEY LIKE TO SPOIL THEIR FRIENDS BY
COOKING THE LATEST FOOD TRENDS FOR
THEM. THEY ARE CONSTANTLY LOOKING FOR
INSPIRATION.
NOT ONLY DO THESE ‘BEAUTY LOVERS’
KNOW THE MOST BEAUTIFUL OUTFITS FROM
THE LATEST LONDON FASHION WEEK, THEY
ALSO KNOW ALL THE MAKE-UP TIPS &
TRICKS FOR THE PERFECT LOOK. MOREOVER,
THEY KNOW HOW TO TAKE SELFIES THAT
YOU WILL LOVE INSTANTLY.
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
LIFESTYLE
LOVERS
FASHIONISTAS
HEALTHIES
EVERY BIT OF NEWS ABOUT VIVIENNE
WESTWOOD AND HER COLLEAGUES IS AT
THE TOP OF A FASHIONISTA’S READING LIST.
THE FASHION WEEKS IN NEW YORK AND
MILAN ARE MARKED IN THEIR DIARIES WITH
EXCLAMATION POINTS. A FASHIONISTA’S
WARDROBE IS A BIT MORE DARING.
HOW DO YOU LIVE A HEALTHY LIFE? THAT
IS THE PRIMARY QUESTION THAT KEEPS
‘HEALTHIES’ AWAKE AT NIGHT. FROM
NEW, HEALTHY RECIPES TO THE LATEST
TECHNOLOGICAL DEVICES THAT STIMULATE
YOU TO GET ENOUGH EXERCISE, THEY WANT
TO KNOW IT ALL.
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
19%
TECHIES
& SCIENTISTS
32%
GENDER
12%
13%
18-24 25-34 34-44 45-54 55-64
AGE
12%
65+
HOUSEHOLD INCOME
38%
19%
12%
12%
12%
13%
12%
23%
16%
11%
37%
11%
63%
18-24 25-34 34-44 45-54 55-64
GAME REGULARLY
(sel. index 117)
PLAY GAMES ON THEIR
SMARTPHONES
(sel. index 120)
38%
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
65+
0-30K
CAN’T LIVE WITHOUT
NEW TECHNOLOGIES
(sel.index 131)
30-75K
75-100K 100-125K
125K+
BUY TELEPHONY,
MULTIMEDIA AND IT ONLINE
ON A REGULAR BASIS
(sel. Index 161)
TECHIES
& SCIENTISTS
GADGET LOVERS
GAMERS
OTHER TECHIES
‘GADGET LOVERS’ ARE REGULAR
CUSTOMERS AT THE IHLN CHANNEL.
AS FAR AS THEY ARE CONCERNED, THE
INTERNET OF THINGS CANNOT ARRIVE
QUICKLY ENOUGH. THE MORE THEY
CAN CONNECT WITH EACH OTHER VIA
BLUETOOTH, THE BETTER. THEY ARE
CRITICAL; THEY ONLY WANT HIGHQUALITY GADGETS.
THE WORLD OF GAMES CONTINUES TO
GROW. GAMERS ARE MAINLY LOOKING
FOR NEW GAMES THAT THEY CAN GET
COMPLETELY BOUND UP IN. WHEN THEY
GET STUCK IN A GAME, THEY LOOK FOR
GAME HACKS AND SHORT FILMS THAT CAN
HELP ON FORUMS AND GAMES SITES
THESE ‘TECHIES’ LOOK FOR MORE DEPTH
IN TECHNOLOGY. HAVING A GADGET IS NOT
ENOUGH; THE INNOVATION MUST ALSO
SERVE A USEFUL PURPOSE. FOR EXAMPLE,
THEY CAN NO LONGER DO WITHOUT THAT
BANKING APP ON THEIR SMARTPHONE
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
TRAVEL
LOVERS
20% 21% 20% 20%
14%
5%
AGE
GENDER
25%
18-24 25-34 34-44 45-54 55-64
20% 21% 20% 20%
65+
21%
18%
19%
13%
14%
4%
5%
PLAN A CITY TRIP AT
LEAST ONCE A YEAR
LOVE TO SKI
(sel. index 107)
(sel. index 150)
TRAVEL BY PLANE
BOOK THEIR
HOLIDAYS ONLINE
18-24 25-34 34-44 45-54 55-64
48%
18-24 25-34 34-44 45-54 55-64
52%
65+
65+
HOUSEHOLD INCOME
33%
30%
38%
28%
15%
14%
8%
0-30K
33%
30%
0-30K
GO ON A HOLIDAY IN BELGIUM OR
ABROAD, AT LEAST ONCE A YEAR
15%
30-75K
75-100K 100-125K
12%
7%
(sel. Index 110)
125K+
14% 15%
1. KRUX DEMOGRAPHIC PROFILES - DEC 2015
8%
2.CIM TGM 2015 - WWW.HLN.BE & WWW.DEMORGEN.BE
30-75K
75-100K 100-125K
125K+
(sel.index 107)
(sel. Index 117)
SPOTIFY
USERS
30%
24%
16%
15%
8%
AGE
GENDER
7%
USERS ARE ACTIVE
THROUGHOUT THE DAY
-18
20% 21% 20% 20%
18-24 25-35 35-44 45-54
55+
20% 21% 20% 20%
14%
14%
5%
5%
18-24 25-34 34-44 45-54 55-64
18-24 25-34 34-44 45-54 55-64
46%
65+
54%
0
Spotify users are mainly…
33%
30%
14%
EARLY ADOPTER
33%
30%
SOURCE: SPOTIFY INTERNAL DATA
14%
15%
HIGHLY EDUCATED
HIGHER SOCIAL
GROUPS
15%
8%
0-30K
30-75K
75-100K 100-125K
125K+
1
65+
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23