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"They are finally realizing that games reach a desirable audience".
Almost from day one, therefore, Channel 4 delivered a desirable audience profile for advertisers whose target was those lighter viewers.
But it is a desirable audience for advertisers because Formula One fans have higher income and education levels and "tend to be skewed toward the major metropolitan markets -- its more cosmopolitan".
It then uses that data to optimize ad campaigns and help marketers reach a desirable audience.
So Sponsify is supposed to fill that gap, allowing brands to find creators who reach a desirable audience.
"It's a desirable audience that's difficult to find in a lot of commercial broadcasting," says James Harman, manager of corporate advertising for General Electric, which underwrites Marketplace with $1.2 million a year.
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In addition to delivering a very desirable audience, Netstock charges funds a flat fee per customer it delivers, far less than what they pay brokerages.
The relaunched m.theguardian.com offers our advertising partners new opportunities to talk to a highly desirable audience on their mobile phones.
That is because it has a more desirable audience that advertisers want to reach.
Extreme sports draw a young, desirable audience that is generally cheap for marketers to reach through sponsorships for events like the X Games, points out Jed Pearsal, president of performancesearch.com, which analyzes sponsorship benefits of sports and special events.
"Instead of buying broad inventory cheaply, I can afford to pay a premium because I am identifying the desirable audience anywhere on the Web," Goel says.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com