At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. That’s why we’ve invested in developing 2,400+ syndicated audiences, which span across multiple verticals and categories, including demographic, and lifestyle and interest data. We are excited to share a curated list of audience recommendations to support your campaign planning so you can confidently connect with your audience.
What separates Experian’s syndicated audiences
- Readily available on-the-shelf for activation of most major ad platforms, including the Trade Desk, Cadent, Microsoft, and Yahoo.
- Our audiences span 15 data verticals and categories including demographics, auto, retail purchases, lifestyle and interests, financial, and travel.
- With our history in data management and participation in industry standards groups, we have the expertise to build audiences that are built for privacy and focused on accuracy.
New audience segments to consider for Q4 campaign planning
These new audiences, recently released on major platforms, offer unique opportunities to align your campaign planning with the latest consumer trends and behaviors.
Here are four new Experian audiences to include in your Q4 campaign planning:
- Holiday Shoppers: Black Friday
- Holiday Travel – Budget Savvy Airline
- Geo-Indexed Audiences – Hybrid Vehicle
- 24-Month Future Car Buyers
Seasonal audiences for Q4
Political audiences
As the 2024 election approaches, moving beyond broad categorizations like “Democrat,” “Republican,” or “Independent” is crucial. Voters want candidates who align with their beliefs and values and Experian’s political personas offer a nuanced understanding of American voters to craft tailored engagement strategies.Experian has created 10 political personas to help better understand the American voter so you can reach consumers based on their viewpoints on key political issues. Additionally, over 200 politically relevant Experian audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms.
Holiday audiences
This upcoming holiday season serves as the perfect opportunity to drive sales and build customer relationships. Experian has recently introduced 19 new audiences that can help you reach relevant shoppers across major ad platforms including TV and programmatic. By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, your holiday advertising campaigns can capture the right shoppers this holiday season with the right strategy.
Our top 10 audience recommendations for Q4
Based on the top Experian audiences activated in Q4 of 2023, our top 10 list is designed to help agencies and media buyers plan data-driven advertising campaigns.
Household income level
- 1) $100,000+: This segment contains consumers who are likely to have an estimated household income of $100,000+.
- 2) $75,000+: This segment contains consumers who are likely to have an estimated household income of $75,000+.
Demographics
- 3) Ages: 25-54: This segment contains consumers who are likely to be aged 25-54.
- 4) Ages: 30-39: This segment contains consumers who are likely to be aged 30-39.
- 5) Ages: 35-39: This segment contains consumers who are likely to be aged 35-39.
- 6) Ages: 40-49: This segment contains consumers who are likely to be aged 40-49.
Homeowners
- 7) Homeowner: This segment contains consumers who are likely to be homeowners.
Military
- 8) Inactive: This segment contains consumers who are likely to be inactive military.
Automotive
- 9) In-market for a small, mid-size SUV: This segment contains consumers who are likely to be in the market to buy a mid-size SUV in the next 180 days.
- 10) In-market for a full-size SUV: This segment contains consumers who are likely to be in the market to buy a full-size SUV in the next 180 days.
You can find the complete audience segment name in the appendix.
Activate the right audiences with Experian
When you choose Experian’s syndicated audiences, you gain access to over 2,400 audiences that span across 15 verticals and categories. These audiences are directly available for activation on over 30 platforms and can be sent to over 200 media platforms. Experian is ranked #1 for data accuracy (as validated by Truthset), and Experian Marketing Data is the foundation for successful targeting, enrichment, and activation.
For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice.
Appendix
Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post.
New audiences
- Autos, Cars and Trucks > Near Market > 24-Month Future Car Buyers
- Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday
- Autos, Cars and Trucks > Ownership – Geo-Indexed > Geo-Indexed Audiences –Hybrid Vehicle
- Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers
Household income level
- Demographics > Household Income (HHI) > $100,000+
- Demographics > Household Income (HHI) > $75,000+
Demographics: Ages
- Demographics > Ages > 25-54
- Demographics > Ages > 30-39
- Demographics > Ages > 35-39
- Demographics > Ages > 40-49
Homeowners
- Demographics > Homeowners/Renters > Homeowner
Military
- Lifestyle and Interests (Affinity) > Occupation > Military – Inactive
Automotive
- Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV
- Autos, Cars and Trucks > In Market-Body Styles > Full-Size SUVs
Latest posts
Hi, Dana here with an update on my holiday shopping post from before Thanksgiving. Like I thought, I was able to get most of my shopping done that Black Friday weekend. It was all pretty fast and easy, but I did have one not so great experience too. My sister knew I was going to get something for my niece, so when she got an email from Toy World that everything would be 50% off on Black Friday she forwarded it to me to let me know. I was thrilled. I had done some searching for good toys this year and had some ideas. While I normally would shop online, the Toy World coupon said the 50% off was in-store only so I braved the crowds for a good deal. Unfortunately, when I got there I learned that the email was wrong – only select items were 50% off and others were buy one, get one 50% off. I was pretty upset because the hottest toys were the ones excluded from the deal. I came all that way based on the email. I wound up getting a gift, but I could have saved myself the hassle and long lines, especially since I didn’t get a deal that was different from any other day. That was a rough start to the shopping weekend, but, no worries, things improved. I have to tell you about my best shopping experience – I’ve been telling everyone! This year I used Pinterest to see what my mom has had her eye on lately. One of her pins is a food processor and I think that’s a perfect gift for her. I’m a card holder and reward member at Aaron’s department store and I know they carry some really nice kitchen appliances. They also happened to send me great Cyber Monday coupons in the mail – it was perfect timing. I went online on Cyber Monday, used the promo codes from the coupons and not only got great deals, but got free shipping too! How easy was that?! They also sent me shipping notifications so I knew exactly when to expect the package. I am really happy that I got something great for everyone on my list and now have time to enjoy the rest of 2012. I hope you enjoy it too! XOXO, Dana Editor’s note: You can tell that Aaron’s knows Dana. They used their direct mail piece to send her online offers because they know that’s her preferred purchase method. They’ve won her over once again and created a brand advocate. Learn where your company stands in your marketing efforts today, and how you can help move efforts forward to ensure your customers have good experiences like Dana had with Aaron’s, and avoid bad ones like her trip to Toy World.
With the busy holiday marketing season in full swing, Experian Marketing Services has released its online retail round-up for the week ending December 8. The online traffic to the top 500 retail sites increased 5% for the period of December 2 – 8, compared to the same week in 2011. Additionally, Amazon remained the top visited site among retailers, followed by Walmart and Target. The chart below includes the top 10 results: Experian Marketing Services also tracks top product searches. Listed below are the top 5 product searches for the week ending December 8: Uggs iPad mini iPad Beats by dre Ipod touch We will continue to publish weekly retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. Learn more about the author, Matt Tatham
Twenty years ago this week, the first mobile text message, or SMS, was sent by British engineer Neil Papworth. Today, Americans are texting more than ever and among young adults, many of whom were not yet born when the first message was sent, texting is almost as common a mobile activity as talking. And why wouldn’t it be? According to the latest Simmons National Consumer Study, 48% of adults ages 18-to-24 say that a conversation via text message is just as meaningful as a telephone call. A similar share of adults ages 25-to-34 feel the same way. Regardless of age, texting is still, technically, the second most common activity that Americans engage in on their cell phone after talking. During a typical week, 95% of mobile adults talk on their mobile phone, while 59% text. Among adults ages 18-to-24, however, 89% talk on their phone and 85% text. Despite the increasing availability of mobile chat or instant message applications, texting remains the dominant means for exchanging short messages. Only 8% of all mobile adults use their phone to IM or chat. The fastest thumbs To get a more in-depth understanding of the texting habits of adults today, we leveraged data from the Simmons Connect mobile panel of 1,485 U.S. smartphone owners. Hands down, young adults text more than any age other age group. During a typical month, in fact, smartphone-owners ages 18-to-24 send 2,022 mobile text messages and receive another 1,831 for a combined total of 3,852 texts sent and received. With every age bracket we move up, the number of mobile texts drops by roughly 40%. For instance, smartphone owners ages 25-to-34 send, on average, 1,110 text messages a month and receive another 1,130 for a combined total of 2,240 messages. We are also able to leverage the Simmons Connect smartphone panel to understand mobile calling behaviors. The data shows that while young adults hold the record for the most text messages sent and received, they actually make and receive few calls, by comparison. During a typical month, smartphone owners ages 18-to-24 make 119 calls on their mobile phone and answer another 64 calls. Adults ages 35-to-44 make and receive the most calls on their mobile phones in a given month. (Call counts do not include inbound and outbound calls that go unanswered.) Text around the clock Unlike television and radio, which have peak hours for reaching consumers, mobile text messages reach Americans throughout the day, providing advertisers with a medium to connect with consumers any time they want or need. No surprise, young adults are the most likely to send and receive mobile text messages throughout the day. The smartphone panel data shows that during every hour between 8:00 A.M. and midnight, more than half of young smartphone owners are both sending and receiving mobile text messages. Even when most of us are asleep, young adults’ smartphones continue buzzing from inbound texts. In fact, 37% of 18-to-24 year-old smartphone owners receive texts at 4:00 in the morning. By comparison, just 20% of smartphone-owners ages 25-to-34 years-old receive texts at this late (or early) hour as do 17% of those 35-to-44, 15% of those 45-to-54 and 10% of those ages 55 and older. Better to send or to receive? During overnight hours, the share of young smartphone owners who send texts surpasses the share who receives them. However, by 8:00 A.M., the difference between those two figures narrows to the point that they are nearly equal. In fact, from noon until 11:00 P.M., young adults are more likely to send mobile text messages than they are to receive them. Call or text? While texting is still a secondary use of mobile phones after calling, that’s not the case all day, especially among young adults. In fact, while smartphone owners ages 18-to-24 are more likely to make an outbound call than they are to send a text from their phone between 7:00 A.M. and 10:00 P.M., they are more likely to send a text between 11:00 P.M. and 6:00 A.M., during hours when they might understandably wake the recipient. That should help us all sleep a little better.