Help ensure your ad is being seen by people that fit into your target audience.
We’ve all been exposed to an ad that fell flat to its audience. Ensuring your audience aligns with your target market is integral to performance on MNTN.
At MNTN, we serve your performance TV advertisements at the household level, so we shy away from demographic targeting tactics. Instead, focus on interest and attribute-based segments.
Location
Start with identifying where the customers you want to reach are located. If your business is regional with its product or service offerings, then your target market is likely the serviceable area.
If your product or service offerings are on a national level, then omit targeting by geographic area.
MNTN only serves ads to households based in the United States, so if you're product or service is offered nationwide, there's no need to layer in national targeting.
Interest
Understanding what ultimately drives your customers to buy can help build out your target audience. Interest segments allow you to consider your audience's passions, values, attitudes, personality, and lifestyles. These are the motivational attributes that make them want to buy.
Let’s dig into an example of a customer profile for an e-comm sports retailer and match it with interest segments available in MNTN.
Customer Profile | MNTN Interest Segment | Why did I select this? |
Enjoys watching sports after work; ESPN is a favorite | ESPN Viewer, Sports News | Finding aligning segments with customer profile characteristics is easy within our audience builder. |
Has disposable income that often goes towards sporting events or memorabilia | Live Sporting Events, Dick’s Sporting Goods | Adding a lifestyle segment (live sporting events) and a competitive conquesting segment (Dick’s Sporting Goods) provides a holistic way to find qualified audience members. Consider adding in ‘in-market’ segments to focus on users interested in buying products at a competitor’s. |
Frequent purchaser at sports bars. Participates in fantasy drafts. | Fantasy Sports, NFL Football Fan, NBA Basketball Fan | Lifestyle and interest-based segments that include hobbies of the ideal customer. |
Frequent fast casual places like Chipotle and WingStop. | Wingstop - Recent, Chipotle - Recent | Adding segments that likely align with the interests and attitudes of ideal customers. |
Has a college degree and is career-oriented | HHI: $150k+, Graduated College or More | Products at this particular retailer air on the more expensive side, so ensuring we reach users with a higher income is important. |
Plays team sports on the weekends with friends | Sportswear for Men, Sportswear for Women | The lifestyle of their customer means they'll be market for equipment related to their sporting activities. |
CRM
CRM, or Customer Relationship Management, involves the strategies, technologies, and practices businesses use to manage interactions with current and potential customers. The ultimate aim of CRM is to enhance customer relationships, satisfaction, and business growth.
MNTN's CRM Audience Targeting empowers you to engage specific audience segments while viewing TV, delivering tailored messages during their leisure time.
By leveraging MNTN's CRM capabilities, you can focus on users already familiar with your brand. There is no need to introduce yourself or guide them through complex journeys – this audience knows you well.
Consider using CRM segments to further hone in on your customer profile. Learn more about CRM strategy here.
Where to Go Next