As Oracle exits the advertising space, we understand that this may present a challenge. Experian is here to support you with a seamless transition in your audience targeting. As one of Oracle’s primary data providers that powered their audiences, we’ve mapped Oracle audiences to Experian audiences, helping you to switch your audience targeting with no impact on your campaign’s performance.
In this blog post, we highlight four audience categories that we know marketers are actively seeking to replace and target: auto, restaurants, lifestyle and interests, and demographics.
Experian’s approach to best-in-class audience targeting
- 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes
- Our audiences span 15 data categories including demographics, auto, retail purchases, lifestyles and interests, financial, and travel
- Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms
Experian’s audience solutions are rooted in offline, deterministic data — like name, address, phone number, and email — that rarely changes. Our deep understanding of people in the offline and digital worlds provides marketers a persistent linkage of known offline data and digital identifiers, which means you get accurate and consistent audience targeting across all channels.
Auto, Cars, and Trucks
As the premier auto partner contributing to Oracle auto segments, Experian can help you reach and target consumers based on their known and predictive auto shopping behaviors. Experian’s auto audiences are built utilizing insight from our North American Vehicle Database℠ and other data attributes from Experian Marketing Data to provide highly accurate audiences for digital and TV advertising.
Unlike some of our competitors who are also positioning themselves as a replacement audience provider, Experian owns all our Vehicle, Consumer, and summarized Credit data under one umbrella and refreshes our audiences every 30 days. This ensures tighter audience composition, superior data hygiene, and best in-class data fidelity, which means you get to target the most accurate audiences. With over 750 syndicated audiences segmented by make, model, price, vehicle age, fuel type, and more, our data is accessible through Experian’s distribution power across all platforms — digital, TV, programmatic, and social — allowing activation wherever our partners need it.
Here are the 10 most popular Experian audiences that align with Oracle’s auto audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers | Autos, Cars and Trucks > In Market-Body Styles > SUV and CUV |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Mid-Size Pickup Trucks | Autos, Cars and Trucks > In Market-Body Styles > Mid-Size Truck |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Full-Size Pickup Trucks | Autos, Cars and Trucks > In Market-Body Styles > Full-Size Trucks |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs > Small to Mid-Size SUV | Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs | Autos, Cars and Trucks > In Market-Body Styles > SUV |
| Audiences by Oracle > Financial Services > Insurance > In-Market > Auto Insurance | Lifestyle and Interests (Affinity) > In-Market > Auto Insurance |
| Audiences by Oracle > Auto, Cars and Trucks > Merchant Category Audiences > Auto Insurance High Spenders | Retail Shoppers: Purchase Based > Automotive (Cars & Trucks) > Auto Insurance: High Spenders |
| Oracle BlueKai > In-Market > Auto, Cars and Trucks > Condition > Used Cars > More than 5 years old | Autos, Cars and Trucks > In Market-New/Used > Used car 6+ years |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Condition > Used > Less than 5 years old | Autos, Cars and Trucks > In Market-New/Used > Used car 0-5 years |
| Oracle BlueKai > In-Market > Auto, Cars and Trucks > Classes > Cars > Compact and Sub-Compact Cars | Autos, Cars and Trucks > In Market-Body Styles > Compact or Subcompact Cars |
Lifestyle and Interests
Experian’s Lifestyle and Interests data helps you reach and target consumers based on their predicted lifestyle and behavioral characteristics with data sourced from consumer surveys, research panels, and online behaviors, enabling more personalized and impactful marketing strategies.
Here are five of the most popular Experian audiences that align with Oracle’s lifestyle and interest audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Dogs | Lifestyle and Interests (Affinity) > Pets > Dog Owners |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Cats | Lifestyle and Interests (Affinity) > Pets > Cat Owners |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Health and Fitness > Exercise | Lifestyle and Interests (Affinity) > Health & Fitness > Fitness Enthusiast |
| Oracle DLX (Datalogix) > DLX Finance > Investors | Lifestyle and Interests (Affinity) > Investors > Active Investor |
| Audiences by Oracle > Lifestyles > Merchant Category Audiences > Sports Lovers | Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast |
Demographics
Experian’s demographic data allows marketers to tap into the accurate data from Experian Marketing Data to refine audiences to meet a brand’s target persona. Our demographic audiences deliver insight into age, gender, income, and household attributes such as home ownership, presence of children in the household, and length of residence.
Based on customer feedback, we have expanded our range of age-based audience segments. These new segments cover various adult age groups and gender distinctions (e.g., Adult Females 18-39, Adult Males 35-54).
Here are seven of the most popular Experian audiences that align with Oracle’s demographic audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Demographics > Validated Demographics > Household Income > HHI: $100,000+ | Demographics > Household Income (HHI) > $100,000+ |
| Audiences by Oracle > Real Estate and Home Property Services > Real Estate Attributes > Ownership > Home Owners | Demographics > Homeowners/Renters > Homeowner |
| Audiences by Oracle > Demographics > Age Groups > Adults 25-54 | Demographics > Ages > 25-54 |
| Audiences by Oracle > Demographics > Gender > Females | Demographics > Gender > Female |
| Audiences by Oracle > Demographics > Validated Demographics > Age Groups > Adults 25-54 > Females 25-54 | Demographics > Ages > Female 25-54 |
| Audiences by Oracle > Demographics > Age Broad > Ages 40-49 | Demographics > Ages > 40-49 |
| Audiences by Oracle > Demographics > Validated Demographics > Age Broad > Ages 65+ | Demographics > Ages > 65+ |
Quick Service Restaurants (QSR)
Here are six of the most popular Experian audiences that align with Oracle’s QSR audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > In Store QSR Fast Food Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent Spenders |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Chicken Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Burgers Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Burger Frequent Spenders |
| Audiences by Oracle > Restaurants > Cuisine Type > Sandwiches | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Subs and Sandwich Frequent Spenders |
| Audiences by Oracle > Restaurants > Dining Type > Casual Dining | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Casual Dining Frequent Spenders |
| Audiences by Oracle > Restaurants > Dining Type > Coffee Shops and Cafes | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Coffee Frequent Spenders |
Switch from Oracle to Experian audiences with ease
Experian is here to make it easy for advertisers and agencies to find the right audience solutions after Oracle’s exit. By partnering with us, you work with a single data provider that offers access to a diverse range of audiences across multiple categories, including political and holiday shopping. Our audiences are available for activation on the leading demand, supply, social, and TV platforms.
Reach out to your account representative or our audience team for information about our comprehensive audience mapping and finding the right audiences for your campaigns.
Download our audience lookbook to discover more about Experian’s audiences.
Latest posts
The political winds in the United States shifted sharply to the right earlier this month with Republicans making gains across the board. While political party affiliation was a strong indication of a candidate's success in the election, we wondered: Can the political leaning of a TV show's audience determine the success of the program? The answer is yes. Experian Simmons examined the political party registrations of viewers of over 700 television programs measured in the Spring 2010 Simmons National Consumer study. We found that registered Republicans and Democrats, indeed, have different preferences in entertainment programs. But especially noticeable was the preponderance of highly rated Nielsen programs at the top of the Republican list. Not all shows that skew Republican are ratings darlings, of course, but programmers should take note of this fact if ratings are their foremost goal. Republicans: When looking at programs on broadcast TV, we see that Republicans tend to gravitate towards reality shows that center on some sort of competition. In fact, Republicans are 32% more likely to watch The Amazing Race on CBS than the average American adult. They're also 24% more likely to watch American Idol on Fox and 18% more likely to watch America's Got Talent on NBC. The Simmons data provides some evidence that it's the competitive angle of these shows that is attracting Republicans. Specifically, Republicans are fully 29% more likely than the average adult to watch the results show of Dancing with the Stars on ABC and just 17% more likely to watch the non-results episodes of the same show. Republicans tend to gravitate towards reality shows that center on some sort of competition. When it comes to cable entertainment programs, Republicans tend to prefer lifestyle programs on HGTV and TLC. Republicans are also found in high concentrations among many adventure/documentary show audiences, like Ice Road Truckers on History and Deadliest Catch on Discovery. And finally, big families are big draws for Republicans with 18 Kids and Counting and Jon & Kate Plus 8, both on TLC, attracting more than average concentrations of Republican viewers. Top indexing Republican NETWORK programs (non-news, non-music) Republican Index Top indexing Republican CABLE programs (non-news, non-music) Republican Index THE AMAZING RACE (CBS) 132 PROPERTY VIRGINS (HGTV) 125 DANCING WITH THE STARS RESULTS SHOW(ABC) 129 MODERN MARVELS (HISTORY) 121 MODERN FAMILY (ABC) 124 COLOR SPLASH (HGTV) 120 AMERICAN IDOL (FOX) 122 UNSELLABLES (HGTV) 120 V (ABC) 122 LEVERAGE (TNT) 118 THE BIG BANG THEORY (CBS) 119 18 KIDS AND COUNTING (TLC) 116 THE GOOD WIFE (CBS) 119 DEAR GENEVIEVE (HGTV) 116 THE MENTALIST (CBS) 119 WHAT NOT TO WEAR (TLC) 116 AMERICA'S GOT TALENT (NBC) 118 DINERS, DRIVE-INS & DIVES (FOOD NETWORK) 115 SURVIVOR (CBS) 118 HOUSE HUNTERS (HGTV) 115 DANCING WITH THE STARS (ABC) 117 INCOME PROPERTY (HGTV) 114 DESPERATE HOUSEWIVES (ABC) 116 OPERATION REPO (TRU TV) 114 NCIS (CBS) 115 WHITE COLLAR (USA) 114 HUMAN TARGET (FOX) 114 ICE ROAD TRUCKERS (HISTORY) 112 LIE TO ME (FOX) 114 PAWN STARS (HISTORY) 112 THE BACHELOR (ABC) 114 SAY YES TO THE DRESS (TLC) 111 ANTIQUES ROADSHOW (PBS) 113 DIRTY JOBS (DISCOVERY) 110 CASTLE (ABC) 113 MYTHBUSTERS (DISCOVERY) 109 HOW I MET YOUR MOTHER (CBS) 113 JON & KATE PLUS 8 (TLC) 106 THE BACHELORETTE (ABC) 113 AMERICAN LOGGERS (DISCOVERY) 105 EXTREME MAKEOVER: HOME EDITION (ABC) 112 IN PLAIN SIGHT (USA) 104 NCIS: LOS ANGELES (CBS) 112 THROWDOWN WITH BOBBY FLAY (FOOD NETWORK) 104 TWO AND A HALF MEN (CBS) 112 DEADLIEST CATCH (DISCOVERY) 103 FRIDAY NIGHT LIGHTS (NBC) 111 MAN VS. WILD (DISCOVERY) 103 CELEBRITY APPRENTICE (NBC) 109 THE SMOKING GUN PRESENTS:WORLD'S DUMBEST (TRU TV) 103 Democrats: On the left side of the broadcast dial, we see that registered Democrats tend to be drawn to crime and legal dramas like Law & Order and Law & Order: SVU, both on NBC. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles, such as Brothers & Sisters on ABC, Medium on CBS, 30 Rock on NBC and the Good Wife on CBS. The Good Wife, actually, has higher than average concentrations of both registered Democrats and registered Republicans. Given that the program is about the wife of a politician, it's not such a surprise that registered voters from both sides of the aisle tune in. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles. On cable, we see high concentrations of registered Democrats tuning into character-driven dramas, like Dexter and United States of Tara, both on Showtime. Democrats also flock in disproportionate numbers to cable reality shows. But unlike the competitive reality shows favored by Republicans, Democrats prefer observational reality shows where they get to peer into the lives of celebrities or unique and extraordinary people. Top indexing Democrat NETWORK programs (non-news, non-music) Democrat Index Top indexing Democrat CABLE programs (non-news, non-music) Democrat Index FLASHPOINT (CBS) 145 TYLER PERRY'S MEET THE BROWNS (TBS) 189 HOMETIME (PBS) 143 HOUSE OF PAYNE (TBS) 181 90210 (CW) 140 REAL TIME WITH BILL MAHER (HBO) 165 WIFE SWAP (ABC) 136 SNAPPED (OXYGEN) 162 AMERICA'S NEXT TOP MODEL (CW) 135 SHERRI (LIFETIME) 153 NOVA (PBS) 133 HAWTHORNE (TNT) 153 LAW & ORDER (NBC) 132 LIVE FROM THE RED CARPET (E!) 149 SMALLVILLE (CW) 131 DEXTER (SHOWTIME) 147 WHO DO YOU THINK YOU ARE? (NBC) 130 UGLY AMERICANS (COMEDY CENTRAL) 147 BROTHERS & SISTERS (ABC) 127 KOURTNEY & KHLOE TAKE MIAMI (E!) 146 PRIVATE PRACTICE (ABC) 127 TODDLERS & TIARAS (TLC) 145 MEDIUM (CBS) 126 UNITED STATES OF TARA (SHOWTIME) 144 TRUE BEAUTY (ABC) 126 MEET THE NATIVES (TRAVEL CHANNEL) 144 AMERICA'S MOST WANTED (FOX) 126 BRIDEZILLAS (WE TV) 143 30 ROCK (NBC) 126 TOP CHEF MASTERS (BRAVO) 142 VICTORY GARDEN (PBS) 126 WOMEN BEHIND BARS (WE TV) 142 THE GOOD WIFE (CBS) 124 THE BOONDOCKS: ADULT SWIM(CARTOON NETWRK) 142 ONE TREE HILL (CW) 124 TABATHA'S SALON TAKEOVER (BRAVO) 140 NEW YANKEE WORKSHOP (PBS) 122 DOWN HOME WITH THE NEELYS (FOOD NETWORK) 140 LAW & ORDER: SVU (NBC) 122 BAD GIRLS CLUB (OXYGEN) 138 MASTERPIECE (PBS) 122 SCARE TACTICS (SYFY) 136 COMMUNITY (NBC) 122 MILLION DOLLAR LISTING (BRAVO) 135 BIG BROTHER (CBS) 121 MODELS OF THE RUNWAY (LIFETIME) 135 GOSSIP GIRL (CW) 120 TORI & DEAN: HOME SWEET HOLLYWOOD (OXYGEN) 133 FRIDAY NIGHT LIGHTS (NBC) 119 DESTINATION TRUTH (SYFY) 132 For more information about the in-depth consumer behaviors, attitudes, lifestyles, brands and media measured in the Simmons National Consumer Study, visit our website.
Frugal living seems to have become a more common trademark of the American consumer in the last couple of years. Since the beginning of 2008, 20% less and 35% less US adults report to have purchased merchandise at the upscale stores Macy’s and Bloomingdale’s respectively. By contrast, 8% more and 62% more US adults report to have purchased merchandise at Marshall’s and Ross Stores, respectively. Discount stores appear to be weathering the recession better than some of their full-price counterparts, as they carry first-quality designer merchandise at competitive prices, often advertised at up to 70% below department store prices. However, many of these designer discount retailers would be in a difficult position without the existence of department stores, since the designer discount business model is primarily based on purchasing close-outs from the very department stores that they compete against. Discount stores appear to be weathering the recession better than some of their full-price counterparts Since the beginning of 2008, an average 54% of US adults shop around a lot to take advantage of specials and bargains. Also, from January 2008 to August 2009, 7% more US adults tend to hold out on buying things until the go on sale and 13% more head right for the clearance rack when they enter a store. In conclusion, the past 2.5 years have seen the American consumer become a more serious discount shopper – a trend that is likely to continue in this current, uncertain economic environment.