Advertising is evolving. No longer can a brand or campaign find success through generalized, one-size-fits-all marketing tactics. Instead, consumers respond overwhelmingly to messages that speak directly to their specific values and needs.
If your message does not align with them, they quickly move on.
This is why it is critical to pay attention to the specific groups of people you engage with your advertising. Because if you’re trying to market to individuals who do not align with your product, service, or cause, then you’re ultimately wasting your time and resources.
That’s where audiences come in.
Tunnl has compiled 20 years’ worth of unique insights to help you understand who your target consumers are and what’s important to them at a core level. With the help of audiences, you can easily cut through the noise and reach the exact people most likely to engage with your brand.
Here, we’ll explore what audiences are and how you can leverage this data to connect with the right people, at the right time, with the right message to maximize engagement across the board.
What Is an Audience?
Simply put, an audience isa data-driven list of people grouped together by how receptive they are to a particular message, issue, or cause. Tunnl builds these groups by analyzing billions of data points across demographics, behavioral traits, media consumption patterns, interests, opinions, political leanings, and more.
“Imagine that you can easily wade through the clutter and laser-focus your message to the people who are most likely to buy and engage with what you’re offering,” says David Seawright, Chief Revenue Officer at Tunnl. “That’s precisely what audiences offer.”
Categorizing individuals to such a granular extent offers unique insights into who your ideal buyers or supporters are, what is important to them, and what they want — which allows you to create highly targeted messages in the channels they are most likely to see them.
What Information Is Included In Audience Data?
Because Tunnl has compiled data for over 20 years, the audiences we build offer the most detailed, unique insights available.
“Our always-on data collection engine is responsive to what's going on in our society,” explains Seawright. “We're able to pool all of that data together to build out audiences, even on a new issue.”
When you analyze an audience, you can anticipate a few major points of information to be included, such as:
Children in household
Media consumption patterns, including social and streaming
Consider Tunnl’s prebuilt Online Activists audience. This is a group of individuals who spend a lot of time on digital or social media, and who are likely to sign an online petition or contact their legislator. When you access this free audience, you are provided with information like . . .
Their top media consumption is in video on demand, digital radio, and TV streaming
The political-party preference of this group leans Democrat (50%)
With the information provided, you can glean how best to reach this audience and tailor your content to align with their particular needs and interests. With careful planning and targeted messages, you can develop an authentic connection with these customers that drives deeper engagement.
All of the above data points are standard in Tunnl’s 300+ prebuilt audiences, all of which are free to access. However, if you want more in-depth information concerning a niche issue, specific geographic region, or unique group, then having Tunnl build a custom audience is the choice for you.
Understanding your target audience and leveraging their data helps you get more engagement, page views, and traffic.
The most successful brands and campaigns use audience data because they want their message to be seen by people who are most likely to respond positively. Audiences help optimize strategy, save money on wasted impressions, and reach a larger number of potential customers.
Using audience data helps companies and campaigns create smarter marketing strategies with better results. When you know what your users want, you can deliver it without fail.
Take the Next Step to Leverage Audiences
Without data, it’s hard to know how to reach the people you want. But with audiences, you can understand and engage your ideal consumer with an effective outreach strategy that fosters deep connections and lasting loyalty.
Get started by delving into our library of 300+ prebuilt audiences to find the one that best suits your needs.
Should you need a custom audience based on your specific targeting criteria, we can help you there, too. Simply reach out to our expert team to schedule a call today.