As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we’ll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns.
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.
Spring cleaning and home improvement
Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like “Gardening Mothers” or “Home Improvement & DIY Frequent Spenders.” Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine.
Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements:
- Purchase Transactions > Household Goods > Frequent Spenders
- Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
- Purchase Transactions > DIY and Advice Seekers > High Spenders
- Purchase Transactions > Home Improvement/DIY > High Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement
- Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders
Gardening
Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening:
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
- Lifestyle and Interests (Affinity) > Hobbies > Gardening
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers
- Purchase Predictors > Shoppers All Channels > Lawn and Garden
Movers and new homeowners
Did you know?
44% of new homeowners are between the ages of 25-39*.
Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now:
- Life Events > New Homeowners > Last 6 Months
- Life Events > New Movers > Last 12 Months
Mother’s Day: Unveil the perfect gift
Appealing to the emotion of gratitude and love, Mother’s Day is a significant occasion for marketers. Activate Experian syndicated audiences such as “Mother’s Day Shoppers” and “Florists & Flower Gifts High Spenders” to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration.
Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother’s Day:
- Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children
- Mobile Location Models > Visits > Mothers Day Shoppers
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54
- Mobile Location Models > Visits > Jewelry Retail Stores
- Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders
Father’s Day: Celebrate Dads in style
Highlighting the significance of paternal bonds, Father’s Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the “Father’s Day Shoppers” or “Growing and Expanding families” with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate.
Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father’s Day:
- Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders
- Mobile Location Models > Visits > Fathers Day Shoppers
- Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences)
- Geo-Indexed > Demographics > Presence of Children: Ages: 7-9
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders
- Life Events > New Parents > Child Age 0-36 Months
Plan for the 2024 TV Upfronts
When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It’s not just about targeting a demographic; it’s about captivating your unique audience. Whether it’s cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics.
Here are 6 audience segments that you can activate as part of your TV planning strategy:
- Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent
- Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders
- Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders
- Television (TV) > TV Enthusiasts > Paid TV High Spenders
- Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors
- Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households
To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences:
- TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video
- TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV
Summer preparation: Anticipate the fun ahead
As spring transitions to summer, help your audience gear up for the upcoming season. Target “Summer break travelers” or “Memorial Day Shoppers” with offerings that align with their summer plans. Whether it’s fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures.
Here are 6 audience segments that you can activate to target consumers getting ready for summer:
- Mobile Location Models > Visits > Summer Break Travelers
- Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips
- Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children)
- Mobile Location Models > Visits > Memorial Day Shoppers
- Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers
Did you know?
Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*.
Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience.
Spring into effective advertising with Experian’s syndicated audiences
For spring advertising campaigns, understanding your audience is the key to success. By activating Experian’s syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers.
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. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation.
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 below.
Check out other seasonal audiences you can activate today.
Footnote
*Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants.
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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 Samantha Zhang, Senior Data Scientist, and Jim Meyer, General Manager of the DASH TV Universe Study at the Advertising Research Foundation (ARF). DASH is an annual tracking study conducted by the ARF to define and better understand TV audience behavior and household dynamics. What does DASH measure, and how does it help the industry understand TV consumption today? By capturing hundreds of individual- and household-level data points from each respondent in a rigorous and nationally projectable sample, DASH creates a comprehensive picture of U.S. consumer TV “infrastructure” – how America watches. Core elements in DASHElements that create context in DASHTV setsLocation | brand | smartness | service modes | sources DemographicsConnected devices Game consoles |video players | streaming devicesYesterday viewing Daypart | TV/device genre | Out-of-home viewingMobile devicesOwners | sharing usersShoppingOnline and in-store | Exposure to major RMNsInternet serviceModes | ISPs | connectivity by device Streaming audio Streaming TVSVOD/AVOD tiers and sharing | FAST Email accounts and apps Live TV Modes of access | including casting from devices Social media For example, DASH gathers: Data on every TV set, including brand, room location, age, “smartness,” and connection devices and modes Household connectivity and video service data, even in homes with no TV set Internet Service Providers (ISP) and TV service usage, including Multichannel Video Programming Distributors (MVPDs), virtual vMVPDs, streamers (ad-supported and premium), and Free Ad-Supported Television (FAST) channels Person-level ownership and usage of video-capable mobile devices, including smartphones, tablets, and laptops Measures of viewing and co-viewing across dayparts, devices, and services Additional modules covering shopping and retail media networks, streaming audio, social media, email, and apps Broad coverage and granularity make DASH a uniquely robust source of truth for practitioners across the industry, including measurement experts and ad programming strategists. DASH also reports regularly (and publicly) on key industry dynamics. DASH identified a growing segment of device-only viewers – now nearly 9 million households that watch TV, but do not own a TV set – and highlighted the implications of that trend for traditional ratings systems based only on households with TV sets. Households (HHs – million)2025 HHs (M) U.S. penetrationChange vs. 2024 (M)Total US134.8100%+2.7Connected TV (CTV)114.685%+2.1TV (Set)124.292.2%+1.1Device-only8.86.6%+1.6TV-Accessible133.198.7%+2.7 DASH called out the rise in app-based pay TV and proposed a new connection framework that better represents the modern TV world, in which linear and streaming overlap. DASH also defines the universes of households reachable with advertising. This graphic, for example, shows how all ad-supported linear and streaming properties in aggregate define the true scale of TV advertising. While 35 million households (and growing) are reachable only with streaming ads and 13 million (and falling) only with linear ads, most households are reachable with both, underscoring the importance of understanding the “overlap.” Who uses DASH data, and what decisions does it help inform? There are three primary users of DASH, each with its own use cases: Measurement providers, including Nielsen, use DASH to calibrate viewership data, turn household data into persons data (and vice versa) and estimate potential reached audiences–what the providers call media-related universe estimate (MRUEs)–for the calculation of ratings. Not surprisingly, measurement companies were the first to see the value that an independent TV universe study could provide. Media companies, including major broadcasters and streamers, use DASH to add context and color to their ad sales presentations – and to track the measurement providers, whose ratings play a major role in valuing ad inventory. AdTech companies, including Experian, use DASH to create high-value audience segments for activation. The recent accreditation of DASH by the Media Rating Council (MRC) and adoption by Nielsen as an input to its TV ratings have generated interest from a broad range of companies. We are actively pursuing new licensees and partners to make DASH more useful within, and even outside, the TV ecosystem. What does MRC accreditation signify, and why is it meaningful for DASH? MRC accreditation means DASH passed a rigorous audit conducted by Ernst & Young over many months, which validated our methodology, controls, and data quality. MRC accreditation establishes that DASH is an industry-standard dataset. While the service provider normally announces its own accreditation, the MRC took the unusual step of issuing its own release on DASH, announcing the accreditation of DASH for TV universe estimation and endorsing the study for broader, cross-media use. How does Experian use DASH data to build audiences? The segments combine specific TV usage habits and behaviors from DASH with Experian data on demographics, spending, and other contextual inputs to create a fuller view of consumer viewing behavior. They are designed to be valuable to advertisers in many categories and planning contexts – and to be customizable to fit advertisers’ media targets. The segments can be used to: Apply or suppress audiences to improve target coverage across a campaign Better align media and creative Reach elusive but high-value viewers, such as Ad Avoiders Drive valuable consumer behavior Achieve specific advertising objectives What are some practical use cases for DASH-based audiences? Here are some practical use cases for four different kinds of DASH segments in five different advertiser categories. Travel Co-WatchersA couples-only resort uses TV Co-Watching Households without Children to strengthen target reach and ad memory recallA big theme park destination uses TV Co-Watching Households with Children to reach families in moments of togetherness Home Entertainment TV Owners and Brand LoyalistsA premium TV manufacturer uses the overlap of Multi Brand TV Owners and Single Brand TV Loyalist Households to market its newest TV model to its most loyal consumers. Fast Food Screen Size ViewersA fast food chain with a high-impact new brand campaign uses Large Screen TV Viewers to better align the media and creativeThat same fast food chain uses Small-Screen TV Viewers to drive store traffic by increasing exposure of its retail campaign among on-the-go viewers Financial Services Cord Cutters A personal cost management app and a cash-back credit card target Streaming-First Cord Cutter Households to reach young, tech-savvy, cost-conscious consumers Thanks for the interview. Where can readers learn more about DASH? We started work on DASH seven years ago, and it’s been fun to watch it “grow up.” Our partnership with Experian is a big step toward putting DASH to work for advertisers and agencies. To learn more, visit our site at https://theARF.org/DASH or contact us at DASH@theARF.org. Contact us About our experts Samantha Zhang, Senior Data Scientist at ARF Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation working on the DASH TV Universe Study, with additional research spanning areas including attention measurement, digital privacy, and artificial intelligence. Jim Meyer, General Manager, DASH, at ARF Jim Meyer is general manager and co-founder of the ARF DASH TV Universe Study and managing partner of Golden Square, LLC, which advises media and research technology companies on growth strategy and development. Latest posts
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