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Tunnl | Products | Audiences

How Can I Access Tunnl Audiences? Explore the Three Ways

August 9th, 2022 | 5 min. read

Amanda Peterson Beadle

Amanda joined Tunnl in April 2022 and currently serves as the Senior Director of Customer Success.

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When you understand your target market, you’re empowered to create a more impactful outreach strategy that gains their attention. That’s why Tunnl audiences are easy to access across a range of platforms and marketplaces – so you can get the audience data you need, when you need it.

If you’re a media buyer or planner and want to inform your campaigns with Tunnl audiences, you may be wondering where you can activate them. 

You have three different options: data marketplaces, one of our partner platforms, or the Tunnl platform itself. We offer multiple options so advertisers have the flexibility to choose what’s right for them. 

Here, we’ll describe the three ways you can access Tunnl audiences and the differences between them. After reading this article, you will know where you can activate Tunnl audiences against your messaging, and which option is right for you.

Option #1: Find Tunnl Audiences In Popular Data Marketplaces

The first option advertisers have is to push Tunnl audiences into their preferred media buying platform via one of our data marketplace partners. This is a convenient option for media buyers or planners who want to push their messaging on a preferred platform, but need an audience they can’t find there. 

“Tunnl audiences are searchable in all popular data marketplaces, so it’s very convenient to access them,” says Chester Bedell, Director of Partnerships at Tunnl. “You can then push your Tunnl audiences into the platform of your choosing.”

When you access Tunnl audiences via a data marketplace, it will typically take between 24 and 48 hours for them to land, ready to use, in your preferred media buying platform. 

There, you can activate your Tunnl audiences against all of your inventory types, including connected TV, programmatic banners, and social media.

Tunnl audiences are widely available and searchable within LiveRamp, Cadent, and Semcasting.

Option #2: Access Tunnl Audiences Through Your Buying Platform of Choice

The second option media buyers have is to access Tunnl audiences right from within their  media buying platform of choice. This option is ideal for media buyers whose preferred platform has a direct integration with Tunnl, including . . .

  • a4
  • Basis
  • TruAudience
  • D2
  • Zeta

We’re actively growing our list of direct integrations with platforms across the media buying ecosystem, so you can access Tunnl audiences where it’s most convenient for you.

“Our goal is for all advertisers to be able to leverage Tunnl audiences easily, no matter where they prefer to do their buying,” says Chester. 

To find Tunnl audiences within your media buying platform of choice, search for the keywords related to your issue or cause. 

If you’ve found your ideal Tunnl audience within your media buying platform, it’s ready to be activated against your campaign immediately. 

If your platform does not currently carry Tunnl audiences, no problem. We can send both custom and prebuilt Tunnl audiences directly to your seat via our marketplace relationships (See Option #1).

(Interested in learning more about Tunnl’s custom and prebuilt audiences? Check out this article that describes Tunnl's various audience solutions.)

Option #3: Leverage Both Audience Data & Insights Within the Tunnl Platform

If you want to take full advantage of all Tunnl audiences have to offer, access them through the Tunnl platform. This is the best option for serious purpose-driven marketers and issue-advocacy advertisers who need to leverage fresh data on their audiences at any given time. 

The Tunnl platform houses Tunnl’s Audiences portal, where you can find over 300 prebuilt audiences and their granular insights, including demographics, education levels, and income breakdowns, as well as top-level overviews of their media consumption behaviors.

You can also create custom overlaps, exclusions, and unions of audiences and geographies within the platform, allowing further insights into your target market.

“Having all of these various data assets helps you make really smart planning and placement decisions for your ad campaigns,” says Brent Seaborn, Chief Data Science Officer at Tunnl. 

There are two ways you can search for Tunnl audiences within the Tunnl platform:

  1. Basic search: Look for one specific audience based on keywords or geography.
  2. Advanced search: Look for combined audiences using custom overlaps, exclusions, and unions.

For instance, if you only want to find people who can be persuaded on the topic of climate change, you can use a basic search of “climate change” to find your audience. On the other hand, if you need climate change persuadables only in Georgia and Kansas, you’ll find them via an advanced search.

Screen Shot 2022-08-08 at 11.18.46 PM

Tunnl frequently releases new audiences and refreshed audience insights that are immediately available within the platform. Because all of our purpose-driven audiences are searchable 24/7 within the platform, you’ll never miss an issues-based targeting opportunity.

“The easiest way to access insights is through the Tunnl platform,” explains Chester. “You have the unique ability to slice and dice audiences together to create a distinct group, whose demographics, media mix breakdowns, and insights can only be found within the platform.”

These insights are illustrated within the Tunnl platform in digestible graphs and charts.

Once you find your ideal audience within the Tunnl platform, you can send it to your platform of choice by clicking the “Activate” button. You will be prompted to select the partner platform you’d like to use, which we will then push to your seat. 

If your platform of choice is not listed, click “Other” in the activation form, then include details in the description box about your preferred platform and where within that platform you’d like your audience data sent. The Tunnl team will take it from there and get back to you within one business day, so you can activate your audience as soon as possible.

Get Started with Tunnl Audiences

Now that you understand the different ways to access Tunnl audiences, you are ready to begin searching for and activating your ideal audience against your campaign.

If you want to explore our library of audiences . . .

You can begin searching for your ideal audience now. Tunnl audiences are widely searchable within our partner platforms and popular data marketplaces. You can also check out our basic and advanced search options within the Tunnl platform, or browse our library of hundreds of prebuilt audiences on our website.

Browse Our Library of Prebuilt Audiences

If you want to learn more about Tunnl audiences . . .

You may be interested in learning what Tunnl audiences are, why they matter, and how to use them to maximize your outreach efforts. Check out the following article to learn more.

Learn More About Tunnl Audiences

If you're curious about how Tunnl works with agencies . . .

Wondering how Tunnl works with media buying agencies? Here’s a hint: we work to empower everyone. Read the following article by Tunnl’s Vice President of Business Development Heather Philpot to learn more.

Learn How Tunnl Works with Agencies