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June 25, 2018

Building Audiences Best Practices, Part 1: Target Audiences

How to use demographics, interests, and behaviors to define your audience.

Target Audiences

Over the next three days, we will be sharing a series of articles on best practices for building three types of mobile advertising audiences:

  • Target: Use demographics, interests, and behaviors to define your audience.
  • Custom: Reach your existing contacts.
  • Lookalike: Find people who are similar to your existing contacts.

Part 1: Target Audiences

Target audiences enable you to target ads with data that people publicly self-report on social media. When building a Target Audience, you can opt to include people based on any of the following attributes:

  • Demographics: Draws from demographic information people share on social media.
  • Interests and behaviors: Focuses on consumer and lifestyle categories such as fitness, fashion, or hobbies.
  • Locations: Allows marketers to target ads by postal code, city, region, or country. (When you use the Denim platform, location targeting happens automatically behind the scenes based on an agent or advisor’s office location.)

Demographic Targeting

Targeting ad delivery by demographic traits — such as age and gender — is a time-honored marketing strategy. When targeting ad delivery by age, be aware that some social media platform ad policies may prohibit advertising certain product categories, including financial services, to people under the age of 18.

To target an audience with more specific demographic traits, such as education, family/relationship status, life events, career, and more, simply type in keywords, and the targeting options available will populate.

Interest and Behavior Targeting

Interest and behavior targeting lets you reach people based on their interests, activities, Pages and posts they like, posts and comments they make, device usage, and other activities.

One important behavior set is multicultural affinity. Smart marketers recognize the business imperative behind connecting with people who have diverse interests based around cultural beliefs, traditions, music, aesthetics, or languages. Marketing to these groups is becoming more important as multicultural consumers grow in number, influence, and spending power. Multicultural affinity audiences are defined by individuals’ affinity to cultures they’ve demonstrated an interest in through their social media behaviors. This is why you’ll find affinity group audiences under behaviors, rather than demographics.

Device usage is another important targetable behavior. You can target by desktop browser and operating system under Digital Activities, or by mobile device under Mobile Device User. Say, for example, your ad campaign targets Millennial consumers. We know Millennials over-index for mobile device usage, so you may consider targeting your ad accordingly.

Audience Health

As you build your Target Audience, it will be important to keep an eye on the health of your audience to make sure you’re targeting the right number of people based on your campaign goal, budget, etc. Inside the Denim platform, an easy-to-understand gauge tells you whether your audience specifications are optimal, too specific, or too broad. The gauge updates in real-time as you select your target demographics, interests, and behaviors.

Modify and Manage Audiences

You can save audiences for future use, and you can modify saved audiences to test and optimize your targeting. Access to all saved audiences is available in the Audiences area of the Denim platform. There, you’ll see a list of all your audiences, the date they were created, the date they were last used, and their status at-a-glance. You can also click into an audience to view its history, edit or archive it, or create new audiences based on it.

If you’d like to see how easy it is to build, modify, and manage audiences in the Denim platform, schedule a demo today.

Be sure to come back to the Denim Blog tomorrow to learn best practices for creating a Custom Audience.

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