Geo Audience Console
Best Practices
A general approach to generate successful plans.
Geo Audience Console removes the need for cookies or the handling of individual data by instead utilizing geographical and temporal information to match to geographic boundaries. Powered by an advanced algorithm, Geo Audience Console can determine the optimal groups of individuals for audience targeting based on spatial proximity.
Define the market to Target
Get the geographic foundation right before layering anything else.
- For national plans, ensure the national button is turned on. Some plans may require a more focused approach in which case you should do the following:
- ›Create separate plans for each respective market and be prepared to execute different budgets for each city
- Use audience data to inform the market (e.g. reach high HHI)
- ›Set to national target
- ›Apply audience targeting
- ›Group table by region, DMA, etc.
- ›Select top results and input them as markets in new plan
Layer in audience data
Stack datasets carefully — too many ANDed audiences will compress reach.
- Select Markets (where is the campaign running?)
- Select Dataset to be used and set to national target
- Apply audience targeting and group results by region, DMA, etc.
- Select top results and input them as markets in new plan
- If applying all datasets to same plan, reach may be sacrificed
- ›As more audiences "ANDed" together, targeting will become restrictive
- ›Break out datasets by category (e.g. one plan for demo, one for interests)
Identify the most impactful audiences
Use the output of one plan as the input for the next — iterate toward signal.
- Use the results of one plan as input for the new plan (e.g. build using demo data)
- ›Export over indexing postal codes and leverage them as market input for a new plan
- ›Add additional datasets
- Not a one size fits all approach
- ›May want to use all datasets in single plan or alternatively, create plans using themed datasets (demo, in market, life event, etc.,)
- ›Break out media budget based on different strategies
Applying Datasets
Pick the most granular geo available and combine sources by strategy.
- Utilize available datasets for a given market to reach desired targets in over indexing areas
- Leverage lowest administrative boundary geodata in given market available (e.g. postal code)
- Incorporate additional datasets as needed based on strategy of media plan (e.g. client CRM, census data, etc.)
Put these best practices to work.
Walk through Geo Audience Console with our team and design a plan around your markets, datasets, and strategy.
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