Demographics are dead, target topical content networks.
If you take a look at the diagram above it is a perfect example of a community/intent based targeting model vs. demographic targeting. The iVillage model, which is based around targeting women in general, is far less interconnected than GLAM and is a closed network of iVillage owned and operated sites. On the other hand, GLAM targets topical clusters such as fashion, beauty, etc. and is a hybrid entity build upon a network of GLAM owned sites and partner sites.
The power here is that by targeting topical clusters you are advertising at the point of intent. When people are looking for fashion information they are far more susceptible to targeted fashion ads vs. feeding the same ads based on female demographic information to highest reach property – the horoscopes component of iVillage. In addition, GLAM also collects demographic information and behavioral information on how people traverse their network. Thus, the sub-heading statement that “demographics are dead” might be a little too strong, however, in my opinion it is dead as a solo targeting mechanism and must be augmented by other forms of consumer information.
In addition, GLAM has the opportunity to build passionate topic-centric communities around their topic groups, which they can activate for influencer based campaigns as well as push to other topic areas.
For a broader look at the vertical network space check out this Ad Age article.