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
According to weekly trend data from Experian Simmons DataStreamSM, the number of U.S. adults paying a monthly visit to microblogging site Twitter.com has fallen during the past year by 14%. As of November 29, 2010, 8.25 million adults had made at least one visit to Twitter.com during the previous 30 days, down from 9.54 million adults who had visited the site in the 30 days prior to November 30, 2009. Does this mean the ultimate “fail whale” is lurking just over the horizon for Twitter? Not just yet. Among those who visit Twitter.com, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. Twitter.com visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts. According to Experian Hitwise, the average amount of time Twitter.com visitors spend on the site during a typical session fell to 13 minutes, 12 seconds on November 27, 2010, down from an average of 15 minutes, 12 seconds spent on the site each session on November 28, 2009. That said, Americans are still spending more time on Twitter.com than ever before. According to Experian Simmons estimates, Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on Twitter.com in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009. Swim on, fail whale, swim on. To tweet this blog post, click on the green “retweet” button at the top of this item. For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.
As we ring in the New Year this week, Americans will be tossing back a few adult beverages in celebration. While alcohol consumption certainly increases around holidays and other times of celebration, many Americans imbibe year-round. So where across this great land of ours are you most likely to find adults willing and able to raise a glass (or two) and where are you most likely to be surrounded by teetotalers? Experian Simmons has the answer. Leveraging data from our SimmonsLOCAL study, we examined the drinking patterns of adults of legal drinking age in the 106 Designated Market Areas (DMAs) with populations of at least 500,000 adults age 21 and older. We then ranked those markets by the number of alcoholic beverages consumed by the average adult during a typical month. The chart below lists the DMAs that consume the most alcoholic beverages per capita in a typical month. First place goes to Boston, where the average adult of legal drinking age regularly kicks back 14.4 drinks a month. (Celebrations in Beantown are probably already underway.) Rank DMA Average drinks per month 1 Boston 14.4 2 Austin 13.8 3 Providence-New Bedford 13.4 4 Madison 13.2 4 Hartford & New Haven 13.2 6 Philadelphia 13.1 7 Chicago 13 8 Denver 12.9 9 Tallahassee-Thomasville 12.8 9 Milwaukee 12.8 11 Minneapolis-St. Paul 12.6 11 West Palm Beach-Ft. Pierce 12.6 11 Seattle-Tacoma 12.6 11 Tucson (Sierra Vista) 12.6 15 Green Bay-Appleton 12.5 16 San Diego 12.4 16 Baltimore 12.4 16 Washington, DC 12.4 16 Albany-Schenectady-Troy 12.4 20 New Orleans 12.3 20 St. Louis 12.3 20 Colorado Springs-Pueblo 12.3 23 Burlington-Plattsburgh 12.2 23 Syracuse 12.2 23 Norfolk-Portsmouth-Newport News 12.2 23 Spokane 12.2 23 Portland-Auburn 12.2 Source: Experian Simmons Adult residents of the markets listed below surely know how to have a good time-it's just unlikely to include a cocktail. The chart below lists the DMAs that consume the fewest alcoholic beverages per capita in a typical month. Residents of Chattanooga consume only 6 alcoholic beverages per month, on average, making it the least imbibing market-and probably the one that feels the best the morning after a big gathering. Rank DMA Average drinks per month 106 Chattanooga 6 105 Salt Lake City 7.2 105 Florence-Myrtle Beach 7.2 105 Charleston-Huntington 7.2 105 Tri-Cities, TN-VA 7.2 101 Knoxville 7.4 100 Lexington 7.9 99 Birmingham 8 98 Huntsville-Decatur 8.5 97 Nashville 8.9 97 Evansville 8.9 95 Paducah-Cape Girardeau-Harrisburg-Mt Vernon 9.1 94 Springfield, MO 9.2 94 Tulsa 9.2 94 Greenville-New Bern-Washington 9.2 91 Memphis 9.3 90 Greenville-Spartanburg-Asheville-Anderson 9.4 90 Jackson, MS 9.4 90 Wichita-Hutchinson Plus 9.4 86 Little Rock-Pine Bluff 9.5 86 Louisville 9.5 86 Ft. Smith-Fayetteville-Springdale-Rogers 9.5 83 Fresno-Visalia 9.6 82 Greensboro-High Point-Winston Salem 9.7 82 Roanoke-Lynchburg 9.7 Source: Experian Simmons For more information on SimmonsLOCAL's vivid reporting of consumer behaviors, attitudes, lifestyles and media consumption in 209 Designated Market Areas down to the ZIP code level, visit our website.
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.