It’s almost the start of a new year, so it’s time to plan your 2025 marketing strategy. One-third of U.S. adults planned to make a New Year’s resolution in 2024, with adults under 30 being the most likely to do so. From living healthier lifestyles to traveling more often, there is an opportunity to capture customers with well-targeted messaging. But how do you know which audiences are most interested in these goals?
In this blog post, we’ll reveal audience segments designed for you to reach the most relevant shoppers for your New Year’s resolutions campaigns according to shoppers’ goals and resolution categories. You can find the complete audience segment name in the appendix.
Start the year strong with Experian’s audience insights
With the New Year almost upon us, it’s the perfect time for a fresh start. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with your ideal customers.
- 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.
Five New Year’s resolution audience categories to embrace this new year
There are many different types of New Year’s Resolutions that people set come January 1st. Here are five common New Year’s Resolutions:
- Healthy habits
- Get organized
- Explore new experiences
- Live life to the fullest
- New Year’s budgeteers
Let’s break down each resolution category and which audiences you can use to target consumers based on their New Year’s resolutions.
Healthy habits
A significant portion of consumers set their sights on adopting healthier lifestyles and maintaining newfound habits. Target audiences could include those who have recently purchased gym memberships and are shopping at health stores, demonstrating a commitment to their resolutions.
Here are five audience segments that you can activate to target consumers focused on healthy habits in the new year:
- NEW! New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Frequent Gym Goers
- Vitamins/Supplements Shoppers
- New Year’s Food/Healthy Food Shoppers
- New Year’s Vitamins/Diet Supplement Shoppers
By strategically targeting these segments, your marketing efforts are more likely to resonate with those determined to make a year of lasting, healthy change.
Get organized
Many consumers pledge to declutter and get organized. One key target audience could consist of those who have recently purchased organizational tools or storage solutions. Additionally, consider reaching out to homeowners or individuals in the midst of a major life change, such as moving or expanding their families, as they often seek ways to simplify and organize their spaces.
Here are seven audience segments that you can activate to target consumers focused on getting organized in the new year:
- NEW! Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Post Holiday Shoppers
- Household Goods: Frequent Spenders
- Home Improvement/DIY: Frequent Spenders
- Furniture & Home Decor In Store: Frequent Spenders
- Garden & Landscaping Stores: Frequent Spenders
- Hardware & Home Improvement Stores: In Store Frequent Spenders
To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on home maintenance and improvement products or are expanding their families.
- Home Maintenance and Improvement
Explore new experiences
Many consumers want to embark on a journey of self-improvement by exploring new experiences, whether it’s picking up a new hobby or visiting a place they’ve never been. One primary target audience could be vacation and leisure travelers, as they often seek new destinations and opportunities to make the most of their seasonal getaways. Additionally, sports enthusiasts are always looking to boost their outdoor adventures through fresh experiences and specialized equipment.
Here are six audience segments that you can activate to target consumers focused on exploring new experiences in the new year:
- Play Golf
- Pickleball Enthusiast
- Wilderness Sports and Camping Enthusiasts
- Activities: Camping
- Summer Airline Travel
- Summer Travel: Vacation/Leisure
Live life to the fullest
A considerable number of individuals make resolutions aimed at embracing life to the fullest. One prime target audience includes those who have recently booked travel experiences or adventures, showcasing their commitment to exploring new horizons. Additionally, consider reaching out to individuals who are likely to visit sports stadiums and arenas.
Here are seven audience segments that you can activate to target consumers focused on living life to the fullest in the new year:
- NEW! Budget Savvy Air Travelers
- Air Travel: Frequent Spenders
- Cruises: Frequent Spend
- NFL Stadium Visitors
- Ski Resort Visitors
- Vacation/Leisure Travelers: Weekend Getaways
- Culinary Experience
To expand or reach new audiences, you can layer in purchase predictors to reach consumers who are likely to spend on travel and travel-related products.
- Travel
New Year’s budgeteers
As the new year begins, many consumers are rethinking their finances and seeking smarter ways to spend and save. These audiences are focused on achieving their financial goals by utilizing budgeting tools, finding flexible payment options, and taking control of their debt. With financial wellness top of mind, they are ready to explore solutions that align with their resolution to be more financially savvy.
Here are seven key audience segments that reflect the mindset of consumers eager to make 2024 a year of financial empowerment:
- In market for Buy Now Pay Later
- In market for Mortgage Refinance
- In market for Auto Loan Refinance
- Credit Card High Utilization
- Likely to Transfer Credit Card Balance
- Loyal Rewards Enthusiast, Low Credit Card Balance
- Secure, Savvy Credit User, High Home Equity Balance
We can help you reach consumers in the new year
Connect with consumers pursuing their New Year’s resolutions to kick off 2025.Whether your audience seeks to embrace healthy habits, get organized, explore new experiences, budget their personal finances, or live life to the fullest, Experian Marketing Data provides a solid foundation for targeting, enrichment, and activation
As we get ready for 2025, let the power of Experian’s data-driven insights guide your marketing strategies, helping consumers turn their resolutions into reality.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide.
Explore our other seasonal audiences that you can activate today.
Appendix
Here are the complete audience segment names (taxonomy path) for all audience segments discussed in this blog post.
Healthy habits
- NEW! Retail Shoppers: Purchase Based > Seasonal > New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Retail Shoppers: Purchase Based > Health and Fitness > Frequent Gym Goers
- Retail Shoppers: Purchase Based > Health and Fitness > Vitamins/Supplements: Vitamins/Supplements
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Vitamins/Diet Supplement Shoppers
Get organized
- NEW! Retail Shoppers: Purchase Based > Home Furnishings > Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Post Holiday Shoppers
- Purchase Transactions > Household Goods > Frequent Spenders
- Purchase Transactions > Home Improvement/DIY > Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Furniture & Home Decor In Store: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Stores: In Store Frequent Spenders
- Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
Explore new experiences
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf
- Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast
- Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts
- Travel Intent > Activities > Camping
- Retail Shoppers: Purchase Based > Seasonal > Summer Airline Travel
- Retail Shoppers: Purchase Based > Seasonal > Summer Travel: Vacation/Leisure
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips
Live life to the fullest
- NEW! Retail Shoppers: Purchase Based > Seasonal > Budget Savvy Air Travelers
- Retail Shoppers: Purchase Based > Travel > Air Travel: Frequent Spenders
- Retail Shoppers: Purchase Based > Travel > Cruises: Frequent Spend
- Mobile Location Models > NFL Stadium Visitors
- Mobile Location Models > Ski Resort Visitors
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
- Travel Intent > Activities > Culinary Experience
- Purchase Predictors > Shoppers All Channels > Travel
New Year’s budgeteers
- Financial > In Market > Buy Now Pay Later
- Financial FLA Friendly > In Marketing Mortgage Refinance
- Financial FLA Friendly > In Market Auto Loan Refinance
- Financial FLA Friendly > Credit Card High Utilization
- Financial FLA Friendly > Likely to Transfer Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance
- Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
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