Male Target Audience

 Look beyond dated stereotypes to engage Men
Advertising to Men used to be as simple as buying media during the big game. Even though sporting events still attract large audiences, Men’s interests have broadened. They’re more involved with the family, visiting parenting websites and researching products for the household. Men go online to stay connected with friends and keep current with news. They’re spending less time with traditional broadcast media, and more time gaming, watching online videos, and consuming content through their mobile devices.

There are nearly 110 million Men online.¹ This deeply fragmented audience requires an advertising partner who can help you land your message across any digital screen.

More about Men:

• Men research products online, call friends and check reviews on their smartphones when in-store.²
  
• 50 percent of Men are influenced by digital ads and 44 percent are influenced by online search results.³
  
• Men go online to research traditionally male categories such as auto and tech, but they also do significant research in more traditionally female categories like health/wellness and food/cooking.²
  
• In the Dads sub-segment, 70 percent say they are the parent who does the grocery shopping and makes the household purchase decisions.³
  
• 59 percent of Dads say they use 4 or more sources of information to help them make purchase decisions, compared with 44 percent of Moms.⁴
  

Choose a strong partner

If you’re looking to target Men, Microsoft Advertising can help you identify the right audience within the general Men target, develop a strong set of messages and experiences, and engage them where they go. Microsoft Advertising gives you broad reach across screens to connect with Men throughout the consumer journey, from awareness to action.

• Xbox and Xbox LIVE – Everyone games. More than 4 out of 5 male adults ages 18 to 29 said they played video games, while 23 percent of respondents 65+ said the same.⁵ Reach more Men than ever with innovative experiences from Xbox and Xbox LIVE .
• FOXSports – One of the most trusted names in sports attracts a large and valuable audience with content and personalities visitors can’t find anywhere else. Rich ad opportunities and sponsorships give you a broad canvas for your story.
• Microsoft Media Network – In the U.S., reach 85.5 million male internet users through Microsoft brands such as MSN and Windows Live, plus hundreds of other top-ranked commercial sites.
• Skype – Nearly 4 out of 10 Young Dads and Pre-Family Men communicate with others on their game systems or through internet video calling. Of this audience, 72 percent use Skype as their primary internet video calling service.³
  
• Targeting Solutions – From Remessaging to Behavioral, Profile, Category and Custom targeting, our targeting solutions can help connect you with the right audience for your marketing goals.
  
  Challenge
  
  
  The old stereotypes of men being lazy or uninvolved with kids and household chores are dated. Today men are interested in categories like health and wellness, cooking and shopping—and it turns out they consider product reviews and friends’ opinions when making buying decisions. They are also less brand loyal than women and less responsive to advertising messages. So how can advertisers effectively target this valuable audience?
  
  
  Solution
  
  
  This study highlights current habits among men, particularly pre-family men and young dads, and proves that it’s time to deliver a new message.
  
  
  Results
  
  
  Advertisers shouldn’t just consider women when targeting shoppers—men are quickly catching up. The study revealed some fascinating trends among pre-family men and young dads:
  
  
• They’re gamers—and they also use their consoles to stream movies and other content.
• They give advice to family and friends—especially about tech and home products.
• They’re mobile—many travel and a vast majority communicate primarily via their mobile phone.

PRODUCT COMPARISON SITES, COMPANY
WEB SITES AND SEARCH ENGINES influence them the most, especially for tech, telco, auto, CPG and financial categories.

MSN is 54% more effective than competitive portals at improving online ad awareness and 81% more effective at improving message association.

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  (http://advertising.microsoft.com/ad-network/audience/men)
  
  
  What all this tells me... I need to be diverse with how I am reaching out to the male population, I need to think about the types of devices they're using every day, and how 'gadget savvy' they are. If I really want to appeal to my target audience of young dads and pre-family men (18-40) I need to obviously do a lot more research into how they live their lives and what kind of places they are at points in time. Which shops they go in, and how they enjoy spending their money. Also I need to decide which product I am going to be aiming at this audience.