Introducing the top 10 audiences you should be targeting in Q4

At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. That’s why we’ve invested in developing 2,400+ syndicated audiences, which span across multiple verticals and categories, including demographic, and lifestyle and interest data. 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

• Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs).
• Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes.
• Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk.

New audience segments to consider for Q4 campaign planning

These new audiences, recently released on major platforms, offer unique opportunities to align your campaign planning with the latest consumer trends and behaviors.

Here are four new Experian audiences to include in your Q4 campaign planning:

• Holiday Shoppers: Black Friday
• Holiday Travel – Budget Savvy Airline
• Geo-Indexed Audiences – Hybrid Vehicle
• 24-Month Future Car Buyers

Seasonal audiences for Q4

Political audiences

As the 2024 election approaches, moving beyond broad categorizations like “Democrat,” “Republican,” or “Independent” is crucial. Voters want candidates who align with their beliefs and values and Experian’s political personas offer a nuanced understanding of American voters to craft tailored engagement strategies.Experian has created 10 political personas to help better understand the American voter so you can reach consumers based on their viewpoints on key political issues. Additionally, over 200 politically relevant Experian audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms.

Holiday audiences

This upcoming holiday season serves as the perfect opportunity to drive sales and build customer relationships. Experian has recently introduced 19 new audiences that can help you reach relevant shoppers across major ad platforms including TV and programmatic. By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, your holiday advertising campaigns can capture the right shoppers this holiday season with the right strategy.

Our top 10 audience recommendations for Q4

Based on the top Experian audiences activated in Q4 of 2023, our top 10 list is designed to help agencies and media buyers plan data-driven advertising campaigns.

Household income level

• 1) $100,000+: This segment contains consumers who are likely to have an estimated household income of $100,000+.
• 2) $75,000+: This segment contains consumers who are likely to have an estimated household income of $75,000+.

Demographics

• 3) Ages: 25-54: This segment contains consumers who are likely to be aged 25-54.
• 4) Ages: 30-39: This segment contains consumers who are likely to be aged 30-39.
• 5) Ages: 35-39: This segment contains consumers who are likely to be aged 35-39.
• 6) Ages: 40-49: This segment contains consumers who are likely to be aged 40-49.

Homeowners

• 7) Homeowner: This segment contains consumers who are likely to be homeowners.

Military

• 8) Inactive: This segment contains consumers who are likely to be inactive military.

Automotive

• 9) In-market for a small, mid-size SUV: This segment contains consumers who are likely to be in the market to buy a mid-size SUV in the next 180 days.
• 10) In-market for a full-size SUV: This segment contains consumers who are likely to be in the market to buy a full-size SUV in the next 180 days.

You can find the complete audience segment name in the appendix.

Activate the right audiences with Experian

When you choose Experian’s syndicated audiences, you gain access to over 2,400 audiences that span across 15 verticals and categories. These audiences are directly available for activation on over 30 platforms and can be sent to over 200 media platforms. Experian is ranked #1 for data accuracy (as validated by Truthset), and Experian Marketing Data is the foundation for successful targeting, enrichment, and activation.

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.

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Appendix

Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post.

New audiences

• Autos, Cars and Trucks > Near Market > 24-Month Future Car Buyers
• Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday
• Autos, Cars and Trucks > Ownership – Geo-Indexed > Geo-Indexed Audiences –Hybrid Vehicle
• Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers

Household income level

• Demographics > Household Income (HHI) > $100,000+
• Demographics > Household Income (HHI) > $75,000+

Demographics: Ages

• Demographics > Ages > 25-54
• Demographics > Ages > 30-39
• Demographics > Ages > 35-39
• Demographics > Ages > 40-49

Homeowners

• Demographics > Homeowners/Renters > Homeowner

Military

• Lifestyle and Interests (Affinity) > Occupation > Military – Inactive

Automotive

• Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV
• Autos, Cars and Trucks > In Market-Body Styles > Full-Size SUVs

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