20 Jul
We’re beyond excited to launch a new range of Audience Segments! Over the past 12 months, we’ve collected feedback from a variety of publishers, platforms, agencies and advertisers to truly understand what the market wants and work out the best way to deliver this. What we’ve learned came down to three core themes:
- Unsurprisingly, the segments need to be unique and perform. However, certain industries and targeting types are in much higher demand
- An increasing need for transparency around data sources and methodology
- Too often collateral is a flat taxonomy list of variables. Clients want third-party data to be easier to navigate and reference
So we decided to rebuild our Audience Segments from scratch.
Over 500 unique audience segments are packaged into six targeting types that are further refined into over 40 audience families. The six ways to target consumers include:
- Demographics & Lifestage: Audiences relating to Age, Gender & Lifestage
- Education, Employment & Affluence: Audiences relating to Education, Wealth, Employment and Income levels
- Household Attributes: Audiences relating to the attributes of the homes people live in (including the size and value) and where they are located
- Purchase Behaviours & Brand Preferences: Audiences related to the goods & services people buy and the brands they engage with
- Hobbies & Interests: Audiences related to people’s general interests and hobbies
- Business Ownership: Audiences related to small business ownership
Each segment comes complete with a description, methodology and pre-match volume so you have complete transparency. They can also be made available in any environment via a number of connectors which we’re finding have improved match rates.
We build our insights from a wide range of transactional, attitudinal and demographic data sets and our data partners continue to expand, particularly in the transactional and geo-behaviours data spaces.
We will continue to expand and improve our Audience Segments offering through a range of new techniques and additional data sources. We’ll be sure to keep you informed.
