The surprising truth about audience segmentation
Imagine investing your marketing budget in a campaign that is specifically aimed at parents — only to learn later that almost 70% of the people you reach have no children at all. A recent study by media technology company Adlook, published in April 2025, describes exactly this scenario.
The results of the comprehensive study on the reliability of socio-demographic targeting methods are alarming and confirm what we at KB&B know from many years of experience in family marketing: The current methods for addressing families with target groups are often inaccurate and result in significant incorrect investments.
Worrying figures from the Adlook study:
- 67% of users in the “parent” segment said they had no children
- 62% of people who were addressed as “mothers” had no children
- 52% of users classified as “mothers” were actually male
- For the common target group “women 18-24”, the accuracy was less than 20%
These figures illustrate a fundamental problem in the digital advertising landscape: Traditional socio-demographic segmentation methods no longer correspond to the complex reality of consumer behavior — particularly when it comes to families.
Why is this problematic for brands?
The consequences of this inaccurate target group approach are far-reaching:
- Inefficient ad spending: A significant portion of the budget does not reach the intended recipients
- Inappropriate communication: Products and services are presented to people for whom they are irrelevant
- Biased campaign analytics: Success reports are based on false assumptions about the target group reached
- Flawed marketing strategies: Decisions are made based on inaccurate data
An industry under cost pressure
One factor of this development that should not be underestimated is the increasing cost pressure in the industry. In an environment characterized by striving for efficiency and price wars, the quality of target group communication often suffers. Media agencies promise ever lower prices for thousands of contacts, while the actual precision of targeting is declining — a vicious circle that ultimately impairs the effectiveness of marketing measures.
The path to more precise family marketing
These findings underline why a specialized approach to family marketing is essential today. Addressing parents and children requires a deeper understanding than simply ticking off demographic characteristics in a media booking.
At KB&B, we've based our approach on actual behavior and genuine interests, not on outdated demographic assumptions. Our team of experts combines:
- Profound insights straight from the source: Our in-house market research department KB&B Family FACTS continuously provides authentic insights into the lives of real families
- Hand-picked media contacts — our “handpicked approach”: We carefully select environments in which parents and families can actually be found — for verifiable quality of addressing target groups
- Family-oriented context strategy: Our campaigns meet parents exactly where they are actually out and about as parents and make appropriate decisions
Conclusion: Expertise is the key to success
The Adlook study confirms what we have taken for granted for years: Successful communication with families requires specialized knowledge and targeted strategies. At a time when almost 70% of people classified as “parents” don't have children, the difference between general marketing and true family marketing expertise makes the difference in your success.
Would you like to learn how we can precisely connect your brand with real parents and families? Contact our team of experts at KB&B - Family Marketing Experts for individual advice.
