Media agencies are “simply ticking out-of-date demographic boxes on their planning programs and turning a blind eye to niche opportunities” a new sales house has claimed.
The claim came from Jake Falkinder, head of strategy at the newly formed Misfit Media.
The sales operation, based on the Gold Coast, will represent website shockmansion.com, skateboarding platform skateboard.com.au and digital surf magazine 18seconds.com.au, targetting an under 35 male audience.
In a statement, Misfit Media attacked “increasing neglect by media planners to properly utilise popular niche websites as suitable advertising platforms for their clients”.
Falkinder claimed that “time reasons, or perhaps simply a lack of visibility” of certain sites were making agencies and advertisers overlook relvant opportunities. He said: “These sites are attracting a large majority of 18 to 35 year old Australian guys, so the advertisers who are wanting to target these guys end up missing their target.”
His comments were echoed by Misfit’s creative director Chris Clark. He claimed: “The mainstream online advertising channels simply don’t reach out to these guys, and as a result we are seeing digital ad campaigns trying to target this audience, and delivering lacklustre results.”
He added: “There’s a significant market of Aussie men who check the surf a lot more often than they check the local news. The same guys would rather watch a 90-second skate clip on YouTube than Lady Gaga and Gangnam Style.”