At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. 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
- 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 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.
- Our syndicated audiences are built on top of Experian’s identity graph, which includes digital identifiers like hashed emails (HEMs), mobile ad IDs (MAIDs), IPs, Universal IDs, and connected TV (CTV) IDs. This foundation ensures highly addressable audiences, enabling you to reach all U.S. households and consumers to reach the full U.S. population.
New and improved audience segments we recommend for Q1 campaigns
Q1 is the ultimate season for TV, with the NFL playoffs, Super Bowl, College Football playoffs, award shows and so much more capturing viewers’ attention. That’s why we’re excited to introduce 14 new and 8 updated television audiences. Recently released on major platforms, these new television audiences offer unique opportunities to align your campaign planning with the latest viewer behavior trends.
- Cable Satellite or Streaming Network Subscribers
- Satellite Service Subscribers
- Mutli Brand TV Owners
Seasonal audiences for Q1
New Year’s audiences
As the new year approaches, it’s the ideal moment to connect with consumers inspired by their New Year’s resolutions. In 2024, one-third of U.S. adults set goals for the year, focusing on key areas like healthier living, getting organized, exploring new experiences, and improving financial wellness. Experian’s New Year’s resolution audiences provide valuable insights into these aspirations, allowing you to tailor your messaging and engage with consumers determined to make positive changes in 2025. From promoting healthy lifestyles and travel to supporting organization and financial goals, Experian’s data-driven solutions help you capture these motivated audiences with precisely targeted messaging.
Football audiences
Football season presents an unmatched opportunity for brands to connect with one of the most engaged audiences in the U.S. As in-game ad costs continue to rise and slots fill up quickly, brands are seeking innovative ways to reach passionate football viewers beyond the game. Experian’s specialized football audience segments allow advertisers to engage with fans across categories like NFL stadium visitors, college football enthusiasts, beer drinkers, and dedicated TV viewers, ensuring your brand connects meaningfully with consumers throughout the season.
Financial audiences
With tax season just around the corner, brands have the opportunity to connect with financially engaged audiences in the U.S. Whether your goal is to reach self-starters managing their own returns or high-net-worth individuals seeking advanced tax solutions, Experian can ensure your brand connects meaningfully with the right financial audience at the right time.
Experian’s specialized financial audience segments empower brands to engage with key groups, such as:
- Tax Return – Self prepare user
- Tax Return – Online tax software user
- Tax Return – Professional Service Preparer user
- Savvy Sounding-Board Seeking Investor
- Price Sensitive, Self-Directed Investor
Top recommendations for Q1
Based on the top Experian audiences activated in Q1 of 2024, our top 10 list is designed to assist agencies and media buyers plan data-driven advertising campaigns.
Occupation
- 1) Small Business Owners: This segment contains consumers who are likely to be small business owners.
- 2) Military – Inactive: This segment contains consumers who are likely to be inactive in the military.
- 3) Legal/Education and Health Practitioners: This segment contains consumers who are likely to have an occupation in Legal/Education and Health Practitioner.
- 4) Technical: Computers/Math and Architect/Engineering: This segment contains consumers who are likely to have an occupation in Computers/Math and Architect/Engineering.
Consumer Lifestyles
- 5) Vacation/Leisure Travelers: Weekend Getaways: This segment contains consumers who are likely high spenders or frequent purchasers of weekend getaway travel.
- 6) Women’s Sleepwear and Lingerie: High Spenders: This segment contains consumers who are likely high spenders at women’s sleepwear and lingerie stores (e.g., Soma, Victoria’s Secret).
- 7) Smart Investors: This segment contains consumers who are likely actively seeking out as much information about an investment as possible before committing, shopping around for the best investment deal, and aversion to financial debt.
- 8) Computers/Software Frequent Spenders: This segment contains consumers who are likely frequent spenders of computer software.
Life Events
- 9) New Movers: High Spenders: This segment contains consumers who are likely new mover high spenders.
- 10) New Parents: Child Aged 0-36 Months: This segment contains consumers who are likely to be new parents for children aged 0-36 months.
You can find the complete audience segment name in the appendix.
Activate the right audiences with Experian
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.
TV Audiences
- Television (TV) > Household/Family Viewing > Cable Satellite or Streaming Network Subscribers
- Retail Shoppers: Purchase Based > Seasonal > Discount Holiday Shoppers
- Television (TV) > Brand Owners > Multi Brand TV Owners
Financial Audiences
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user
- Lifestyle and Interests (Affinity) > Financial Behavior > Online Tax Software user
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user
- Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets
- Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets
Occupation
- Consumer Behaviors > Occupation: Small Business Owners
- Lifestyle and Interests (Affinity) > Occupation > Military – Inactive
- Demographics > Occupation > Professional: Legal/Education and Health Practitioners
- Demographics > Occupation > Technical: Computers/Math and Architect/Engineering
Consumer Lifestyles
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
- Retail Shoppers: Purchase Based > Apparel > Women’s Apparel (Clothing): Women’s Sleepwear and Lingerie: High Spenders
- Financial Behavior > Smart Investors
- Retail Shoppers: Purchase Based > Technology/Telecom > Computers/Software Frequent Spenders
Life Events
- Retail Shoppers: Purchase Based > Shopping Behavior > New Movers: High Spenders
- Life Events > New Parents > Child Age 0-36 Months
Latest posts
Mother’s Day may not exactly be right around the corner, but the time to send your Mother’s Day emails sure is! Based on our analysis of 186 brands that sent Mother’s Day mailings in 2013, 75 percent of email volume and 80 percent of email-generated revenue occurred between May 1st and Mother’s Day (May 12, 2013). The highest revenue-producing days were five days before the holiday (Wednesday, May 8, 2013) and Mother’s Day itself. This year, the sentimental holiday falls one day sooner than last year (May 11), but you still have more than enough time consider these quick tips for easy wins while planning and executing your campaigns. Tip 1: Give them what they’re searching for Last year, online searches five weeks before Mother’s Day were dominated by searches for the date of the holiday. As such, we recommend including the date of Mother’s Day in your email subject lines, particularly those early in the season, when customers are searching online for, and opening emails with, that information. Tip 2: Set the tone early with your subject lines A sample of early season subject lines that outperformed the overall unique open rate included: Remember Mom on Mother’s Day, May 12 Get a head start on Mother’s Day (plus a gift for you) Just arrived: Mother’s Day Gift Sets To Mother, With Love Tip 3: When it comes to timing, it’s the thought that counts Think through the timing of your emails depending on order delivery deadlines. On May 8th of last year, the largest revenue producers for email were orders for flowers and gifts placed in time to be delivered by Mother’s Day. Email subject lines on May 8th included reminders of the delivery deadlines: Last Chance: Free Shipping/No Service Charge for Mother’s Day! ENDS TODAY: Enjoy Complimentary Second Day Delivery in Time for Mother’s Day Tip 4: Let them treat themselves On Mother’s Day, the top email revenue generators were “self-gifting” (treat yourself on Mother’s Day only), Mother’s Day online sales and free shipping, as well as e-gift cards: Free Shipping Today Only! Happy Mother’s Day You deserve a treat yourself! HAPPY MOTHER’S DAY! Treat yourself to 30% off today only Last Chance: eGift Cards in Time for Mother’s Day Other email performance highlights: Note: All email performance highlights are based on comparisons to Mother’s Day mailings without the highlighted feature from matched brands. To all those in the midst of Mother’s Day campaign planning, good luck and happy sending!
Whether it’s a result of the sky rocketing costs of razor blades, the increasing popularity of Movember or a general trend among Hollywood’s leading men to sport some scruff, it seems that facial hair hasn’t been this en vogue since the mid-70s. Whether you love it or hate it, shaving is big business and any rise in beardedness can shave significant revenue from the bottom lines of companies catering to men’s grooming products. As proof, CPG giant Proctor & Gamble recently announced that its second-quarter earnings were negatively impacted due to the growing preference among men for mustaches and beards. For years, Experian Marketing Services has been measuring the grooming habits of men for marketers via our trusted Simmons National Consumer Study and a recent analysis of the data shows a slight, yet clear, decline in the use of shaving products and an increase in the percent of men sporting facial hair in recent years, especially among the younger demographic. According to our estimates, 17 percent of all men and 35 percent of young men ages 18 to 24 have facial hair today, up from 14 percent and 31 percent, respectively, since 2009. That said, most men with facial hair at least occasionally use shaving products, like shaving cream, disposable razors, razor blades or electric shavers. In fact, the vast majority of all guys (94 percent) still use at least some shaving products, and that number has remained virtually unchanged in recent years. There is, however, a sizable and growing share of young men who are going all wooly mammoth and steering clear of shaving products all together. Specifically, 15 percent of men ages 18 to 24 today say they don’t use any shaving products up from 13 percent in 2009. As younger men’s beards fill in and they move into more professional occupations, most are likely to throw in the (hot) towel and pick up a razor, as evidenced by the fact that only 5 percent of men in the next-oldest age bracket (25 to 34) don’t shave. But the growing bearded trend among young men is hair raising nonetheless. Another trend worth monitoring is the declining frequency of use of shaving products overall, which clearly reflects the increasing popularity of the two-, three- or five-day beard. Among the 67 percent of all men who use shaving cream, for instance, less than a third (29 percent) say they use it seven times a week or more often (the equivalent of a daily shave). On average, men today use shaving cream only 4.3 times per week down from 4.5 times per week in 2009. Young men use shaving cream only 3.3 times a week on average, down from 3.6 times in 2009. Frequency of use is also down among the 36 percent of men who use an electric razor, a popular grooming tool for bearded men who wish to keep things a bit more tame. In fact, just 27 percent of men in the electric razor set say they use it seven or more times a week. On average men use an electric razor 3.7 times per week, down from 4.0 times per week in 2009. On the bright side, Proctor & Gamble, in their latest earnings report, said that despite bad news for their facial hair business, they see potential to offset losses with the increasing popularity of body-shaving by men. And they may have a point. Based on 52-week trend data from our Hitwise online search intelligence tool, searches for “manscaping,” a modern term used to refer to the shaving or trimming of excess body hair, are up a relative 14 percent in the past year.
Once upon a time, the Chief Marketing Officer (CMO) was primarily focused on their company’s branding efforts. They spent a lot of time thinking about things like look and feel, messaging, ad buys and what their competitors were up to. Of course, those are all still important components of a CMO’s job description, but the role has changed – expanded, really – over the last five or so years. The ongoing proliferation of devices in the hands of empowered consumers requires that CMOs understand things like consumer behavior, channel and device preference, triggered messaging and much more. They must have expertise in various technologies, real-time analytics and, oftentimes, be change agents who move their organizations toward a more customer-centric business model. Today’s CMO must know how their customers want to interact with their brand, then build messaging and execute campaigns that create engagement and ensure ongoing brand advocacy. In a newly published predictions piece: “#7for14: Seven ways digital marketing will change in 2014” several of Experian Marketing Services’ leaders weigh in on the changing role of today’s marketing heads. Check out prediction #1 – Challenges of the CMO and prediction #6 – The CMO as technologist to see more.