We used to buy “Men aged 25–54” and hope for the best. In 2026, we target “Homeowners in Mornington who are in the market for a new car.” Here is how the game has evolved.
In the traditional era of TV advertising, finding your audience was like casting a wide net. You threw a lot of budget into the water, made a big splash, and hoped you caught the right fish. You bought “Spots” and “Timeslots,” paying to reach everyone, even if many of them weren’t your ideal customer.
In 2026, the Australian TV landscape has transformed. We don’t need to cast wide nets anymore. We use precision tools.
With the rise of Total TV and Programmatic Data, we can now identify your exact customer with incredible accuracy.
Here is how Dorrington Media helps SMBs stop “broadcasting” and start “narrowcasting.”
- From “Demographics” to “Behaviours” For decades, the industry traded in broad demographics. We would say, “Let’s target Women 25-54.” But that metric paints with a very broad brush.
- Person A: 30-year-old woman, single, loves yoga, rents an apartment.
- Person B: 30-year-old woman, married, three kids, buying a house.
To a traditional buyer, these two are the same person. To a business owner, they are completely different customers with different needs.
The Solution: We go beyond age and gender. We use Behavioural Data. By leveraging data insights, we can target audiences based on what they do, not just who they are. - Selling pet food? We target “Pet Owners.”
- Selling renovations? We target “Homeowners interested in DIY.”
- The “VOZ” Revolution (Your Map of Australia) You might hear the industry talk about VOZ (Virtual Australia). It sounds technical, but it’s a superpower for business owners. VOZ is the world-first measurement system that combines Traditional TV (Aerial) and Streaming (Internet) into one dataset.
What this means for you: It means we can understand how audiences move through their day. We know that your audience might watch the Morning News on Channel 7 (Linear) but switch to Love Island on 9Now (Streaming) at night. VOZ gives us the “Map” to follow the audience across screens, ensuring effective reach. - The “Golden Radius” (Geo-Targeting) This is the biggest win for local businesses. Addressable TV technology allows us to deliver specific ads based on location.
- The Old Way: A car dealership in Frankston pays to advertise to all of Melbourne. (High Waste).
- The Dorrington Way: We draw a 10km radius around the dealership. Only households living in that zone see the ad.
You get the prestige of a National TV Campaign, but you only pay for the postcodes that drive into your showroom.
- “Hybrid” Reach: Catching the Stream-Hoppers Your audience isn’t loyal to just one channel. They are loyal to Content. They might watch the footy on 7Plus, then binge The Boys on Prime Video. If you only advertise on one, you miss them half the time.
The Strategy: We build Cross-Platform Campaigns. We don’t just buy “Channel 7” or “Amazon.” We buy “The Audience.” Our technology helps position your brand where your customer is paying attention, regardless of which app they are currently using. This creates a “surround sound” effect, reinforcing your message across multiple premium touchpoints.
Conclusion: Stop Guessing Finding your audience isn’t a mystery anymore; it’s a science. You don’t need to waste budget on “mass awareness” if you are a niche business.
At Dorrington Media, we leverage the latest Total TV tools to ensure that every dollar you spend is viewed by someone who is qualified to buy from you.
Ready to find your people? Start your targeted campaign today.