• by Jane Clarke , December 15, 2011

CIMM is taking a pro-active role in advancing new media nomenclature and processes with both the Lexicon(terms and definitions associated with Set-Top Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column which offers a common language for Set-Top-Box nomenclature that can expedite the rollout of the data for its many industry applications.

Over the past few weeks, we have examined many privacy-related terms and definitions, including Anonymization, Encryption and PII. This week we examine Targeting and one of its corollaries, Segmentation.

Targeting is a subject that has to be approached with some caution because of legislative consumer privacy concerns associated with it. But targeting in the measurement arena really means the ability to focus on consumer segments which are collections of groups of viewers / users. These are not matched to specific individuals. These segments enable programmers and advertisers to more specifically deliver more relevant content and messages to viewers of a certain lifestyle and interest. So targeting as a rule facilitates efficiencies and helps avoid waste and irrelevance, all in a privacy-compliant environment.

It should also be noted that many businesses use consumer segmentations to help them better serve their various customer bases. Segmentation analyses, which are a part of the targeting process, improve the content experience and create better efficiencies: a win/win.

Here are some terms and definitions associated with targeting and segmentation:

Addressable Ad Insertions

CIMM DEFINITION: Video commercial units targeted to an audience

Segmentation

CIMM DEFINITION : A market segment is a sub-set of a market made up of people or organizations sharing one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. (Source: Wikipedia via Visible World) 

Targeted Advertising

See also: Advanced Advertising

CIMM DEFINITION : Selection of different advertising messages to segmented groups of viewers so as to more effectively reach consumers with relevant advertising and information.

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.