Audience Targeting in Media – Brand Building

Creating a Digital Brand Experience for Your Target Audience 

Audience Segmentation visualization

Whether you’re managing the performance of marketing campaigns for a small business or a large established brand, understanding who your core audience is and knowing their interests and attitudes has never been more essential to a brand’s success. By leveraging audience and market segmentation data in various ways, you can maximize your chances of connecting with the right people, at the right time while consumers are in a research mindset, creating a well-organized digital brand experience for your audience. 

 

Audience Targeting — Demographic Data 

Demographic data helps reach broad audience segments that share common traits, using information like gender, age, and language. We then use these demos to target groups of consumers who might be interested in specific products or services. Some examples of this are: First Time Home Buyers, College Students, or New Parents. Location targeting utilizes data such as zip codes, city, state, region, and interest to ensure that the campaign is being exposed to customers of high value and is prioritizing areas where consumers are searching and in-market for the product. Having this data can also help exclude select locations, if the campaign has designated market areas they are focusing on. 

 

Audience Targeting — Affinity Audiences 

ENGINE also leverages B2B & B2C audiences to build a holistic marketing campaign for a brand. Segments are built from directly observed, deterministic online behaviors that maximize reach based on consumer affinity or whether they are in-market for certain products and services. Affinity audiences are consumers who have an interest in a specific topic or industry such as Sports, Video Gaming, Fashion, Cooking, etc. Affinity audiences are helpful to build brand awareness. In-market audiences are consumers who are interested in your brand, researching products, and actively considering purchasing a product/service. This is valuable for brands and advertisers to know, as these audiences are the most likely to convert from consideration into an actual sale.  

 

Audience Targeting — Behavioral Filters 

Brands can create behavioral filters and overlay them across live web traffic, capture intent signals in real time, and make them actionable within seconds. This lets prospective consumers engage with a brand’s media and advertising while they’re still in the research mode with a buying mentality—not weeks later when they’ve moved on to something else, or worse, after they’ve already made their decision.  

 

Using Audience Targeting to Maximize Your Media Reach 

Reaching, engaging with, and lastly converting consumers’ ever-changing attitudes and interests has never been more challenging. Utilizing these targeting methods and dividing your target market into approachable groups creates a subset of market-based segmentations on any desired demographics, needs, priorities, common interests, and other behavioral interactions that can be leveraged to better understand the target audience and ultimately maximize the reach of your media. 

 

Written by Shahib Choudhury, Director of Research and Insights, at ENGINE 

 

Curious to Learn More About ENGINE’s Audience Segmentation and Targeting? Contact Us!

 

ABOUT ENGINE

ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. We are: Driven by data. Fueled by imagination. Powered by technology. Founded in 2005, ENGINE has global headquarters in New York and 16 offices across North America, the UK, Europe and Asia-Pacific. ENGINE empowers clients to outperform in the present and win in the future with its vast range of marketing solutions including – insights, creative, media, data and technology. Find out more at enginegroup.com and follow @engineworldwide.