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
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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.