There are 5 different ways a DID audience can be built. Each audience type has different effectiveness depending on the campaign’s goal.
When creating a target audience for any Device ID, Facebook DID, Device ID Video, Device ID Address Match, Addressable STV, or Alt Network DID campaigns (any campaigns that utilize Device ID data for targeting), our team will build the target audience in our Geofencing Platform. There are 5 different ways the audience can be built within our system, and each has a different effectiveness, depending on the campaign’s goal.
- Geoframe Audience
- Quick Select Audience
- Demographic Select
- Residential Address Match
- Predicted Movers
Explanations of each audience type can be found below
Geoframe Audience:
Capture devices that have been at specific locations in the past. Manually draw a polygon or multiple polygons to map a certain geographic location, during a certain date range.
This audience type is used when the client has a list of specific addresses that they would like to target during a specific lookback period in the past.
Quick Select Audience
A quick way to search for specific business names or categories through hundreds of thousands of business locations, including major regional and national brands. The tool will auto-polygon the business locations that meet the Quick Select criteria.
Quick Select audiences are often used when the client would like to target a category of businesses or a specific business by name, but doesn’t have the addresses for each of them.
- Category Example: Targeting all restaurants within a certain area.
- Business Name Example: Targeting all Walmart locations within a certain area.
Demographic Select
Create an audience that will return Device IDs associated with household demographic and customer loyalty data. This enables us to provide geographic and demographic characteristics - including age, gender, financial information, interests, etc. to further enhance the value of those IDs. Please see Device ID Demographic Selector Targeting Options for more information.
Note: Demographics within the same selection category, such as Age, uses "OR" statements. Demographics within different selection categories, such as Age and Gender, will be "AND" statements.
Residential Address Match (Only applicable to Device ID Address Match campaigns.)
Create an audience based on a list of residential addresses to draw connections between residential addresses and the devices that have been determined to be part of that household.
This campaign and audience type is often used when the client has a list of addresses in their CRM that they would like to retarget. We have also seen this tactic used as a digital version of a direct mail campaign.
Predicted Movers
Create an audience based on historical behavior patterns to identify Device IDs that are likely to move to a new home address. Users can get a Predicted Movers Audience for digital campaigns and reporting. Simply provide the zip codes and month you would like to collect Devices for.
Predicted Movers audiences are great for advertisers related to moving/relocation, real estate, home improvement & remodeling, residential construction, etc.
Please reach out to your Account Management Team for further questions and audience type recommendations.