Overview
Our Audience tool enables you to build TV audiences with the same control, ease, and precision of paid social advertising. Building your campaign's audience is an integral part of campaign performance. This article details how to build your audiences in alignment with your business goals.
Build Audiences
Go to the Audience Library or the Audience section of the campaign shell.
Click + New Audience.
Enter an Audience Name and select a Marketing Objective.
⚠️ Warning: The Marketing Objective you choose will determine which Audience Segments are available in Step 5.
Click Build Audience.
Use existing segments or create new ones to include or exclude from your audience. Available segments vary by objective:
Retargeting Campaigns:
Site Visitors
Location
CRM
Prospecting Campaigns:
MNTN Matched
Interests
CRM
Site Visitors
Location
Click Save Audience.
Your audience is now saved to your audience library and linked to your campaign.
Audience Segments
MNTN Matched:
MNTN Matched can be used in Prospecting campaigns. It builds you one high performance audience of consumers who are most likely to love your brand and convert.
Interests:
The Interests section allows you to add interest and attribute-based segments to further define the audience you want to target—precisely target over thousands of audiences from LiveRamp and other data providers.
Search.
Begin by searching for a keyword to find a matching segment.
Evaluate.
Hover over the information icon to gather more details about this segment. You'll also notice the household size of the given segment.
Apply.
Select Incl or Excl to add that interest segment to your target audience. The segments will populate in the Include and Exclude sections on the right-hand side.
📝 Note: If no number is associated with an interest segment, then no households are associated with this segment. The data provider has likely deprecated the segment. Please avoid using these segments when building out your third-party audience.
CRM:
Include or Exclude an existing CRM list from your audience or upload a new list to add to your audience targeting. Any uploaded CRM lists will also appear in the CRM sub-tab.
📝 Note: It can take up to 72 hours to identify all households associated with the uploaded emails or IPs; you can layer in your CRM list for use the moment households have begun to be identified. The list will continue to grow in size as the identification process continues.
Site Visitors:
The site visitors segment allows you to include or exclude an existing site visitor segment or build a new segment of users based on their site behaviors.
If you'd like to build a new segment of site visitors to your site, you have the opportunity to do so by selecting Build New.
Define site visitors by visit window
Under the Define User Visit Window, use specific filters to define your site visitor segment based on their visiting patterns while on your site.
The panel for configuring these settings allows you to use the sliding scale or to enter the desired values directly into the text fields.
📝 Note: All site-visitor data is updated on a rolling 30-day look-back window.
This is a list of all the possible User Visit Window Configurations you can use to define your audience:
When did they last visit? | Allows you to set the historical time range within which you are looking for a site visit behavior (e.g. visited 5 to 10 days ago) |
How often did they visit? | Allows you to set a range of site visit frequency (e.g. visited between 2 to 5 times) |
What is their average visit time? | Allows you to set the average duration of each site visit (e.g. visited for 5 to 10 minutes) |
When did they last convert? | Allows you to set a historical time range within which you are looking for conversion behavior (e.g. converted 5 to 10 days ago) |
How often did they convert? | Allows you to set the frequency of conversion behavior (e.g. converted 2 to 3 times) |
📘 Example: You want to target an audience that has visited your site between 15-30 days ago:
Leverage segments as exclusions to achieve your goals.
The first segment, which we'll use as an exclusion, would be comprised of the When did they last visit toggle, set to 0-14 days.
From here, create a Site Visitors segment, which will be used as your inclusion.
You'll then build a net new audience and layer in the Site Visitors segment as an inclusion and the 0-14 day audience as an Exclusion.
Define site visitors by user activity
Under Define User Activity Patterns, you can use specific filters to define your audience based on activities a user exhibited while on your site.
The panel for configuring these settings allows you to use a sliding scale or to enter the desired values directly into the text fields.
This is a list of all the possible User Activity Configurations you can use to define your audience:
What did they shop for? | Allows you to refine your search to only users that viewed certain Product Categories, Product Brands, Product Names, Product Page URLs (e.g. "tennis shoes", shirts), or even pixel-built Var Additional parameters (existing_user=true).
You can customize your search string by separating the terms by:
|
How many pages did they view? | Allows you to set a range for the number of pages that the site visitor viewed (e.g. viewed between 2 to 5 pages) |
What is the cart value? | Allows you to specify a monetary range for the total value of products that have been placed in the shopping cart (e.g. cart value is between $50 to $250) |
What was the average viewed value? | Allows you to specify a monetary range for the average value of products that were viewed by the site visitor (e.g. site visitor viewed between $50 to $250 worth of products on average) |
What is the cart quantity? | Allows you to specify a range for the total number of products that have been placed into the shopping cart (e.g. site visitor has placed between 2 to 5 products in their shopping cart) |
What is the average purchase amount? | Allows you to specify a monetary range for the average purchase amount by the site visitor (e.g. site visitor has purchased between $50 to $250 worth of products on average) |
📝 Note: Your site visitor segment must include no less than 1,000 users to save.
Location:
Layer in a location to your audience. Include or exclude saved locations, search new locations, or bulk upload geographies to be appended to your audience.
💡 Tip: If your campaign targets a smaller geographic region, you'll likely want to layer in additional audience segments to expand reach.
When searching for new geo-locations, the following is a list of all the possible Location configurations:
Country | Allows you to refine your audience segment by country. Countries should be identified by their three-letter country codes. (e.g., "USA" denotes that you are segmenting by users in the United States). |
State | Allows you to refine your audience segment by state. U.S. States and International Provinces should be identified by their two-letter abbreviation. (e.g. CA, NY, WI denotes that you are segmenting by users in California, New York, or Wisconsin) |
DMA | Allows you to refine your audience segment by Designated Market Area. DMAs should be identified by their 3-digit DMA code. (e.g. 321, 654 denotes that you are segmenting by users in the Los Angeles DMA or New York City DMA) |
Zip | Allows you to refine your audience segment by zip code. Zip Codes should be identified by their 5-digit code. (e.g. 90210, 10012 denotes that you are segmenting by users in Beverly Hills or Lower Manhattan) |
Audience Builder Tools
Narrow audience:
Narrowing functionality allows you to create an AND statement for a given segment. Select Narrow Audience and include applicable segments.
For instance, perhaps your customer profile is exclusively executives of small businesses in the marketing and advertising world. You can use the Narrow Audience functionality to build AND statements to target households that include small business execs in the marketing industry.
Include or exclude segments:
The "Incl" and "Excl" options are located in each segment, allowing you to include or exclude segments with ease.
Select the relevant inclusion or exclusion button, and you will see the segment populate in the corresponding list within the Audience Composition. This is applicable across all segment types.
Audience composition:
The Audience Composition section includes a cohesive list of all inclusions and exclusions of the audience and its total audience size composition.
Your audience composition is an estimation of your potential household reach. It's the total deduplicated number of households matched across all of your included and excluded segments appended to the audience.
💡 Tip: We recommend working with your MNTN support team to align your targeting strategy, ensuring you have the most effective audiences possible
Edit Audiences
Once your audience has been built and live, you'll likely want to optimize it in line with performance insights. You have the ability to edit your audience in both the campaign shell and within the Audience Tab. We'll provide examples of both below.
Edit in the Audience tab:
Navigate to the Audience tab.
Find the audience you'd like to edit, and select Edit from the menu.
Remove and add segments within the audience builder.
Upon saving, the audience will be updated globally. If this audience is attached to more than one campaign, these edits will be reflected anywhere this audience is appended.
Edit in the Campaign shell:
Navigate to the Audience portion of the campaign shell where your audience is appended.
Find the audience you'd like to edit, and select Edit from the menu.
Remove and add segments within the audience builder.
Upon saving, the audience will be updated globally within the campaign shell and the Audience Dashboard. If this audience is attached to more than one campaign, these edits will be reflected anywhere this audience is appended.
Pro Tips
💡 Tip: Even with these best practices, you can always change your audience composition. We recommend leaving your audience in the market for 30 days for the most accurate performance insights possible.
After those 30 days, leverage the Audience Segment Report for further adjustments to your audience composition.
Need to ensure you're not targeting a specific user profile?
Need to ensure you're not targeting a specific user profile?
If the answer is:
Yes: Exclude this user profile (interest segments, CRM segments, site visitor segments) from your audience composition using Excl.
No: No further steps are needed! Our tech will optimize towards the best-performing households amongst your included audience segments.
Looking to be as precise as possible with your targeting?
Looking to be as precise as possible with your targeting?
If the answer is:
Yes: We recommend using no more than one AND statement to ensure our tech has a broad enough reach to optimize toward your KPI.
No: We recommend avoiding the use of AND statements. Our tech will find the best-performing households amongst your included audience segments.
Does it make sense to target users once they have converted on your (MNTN) pixeled conversion point(s)?
Does it make sense to target users once they have converted on your (MNTN) pixeled conversion point(s)?
If the answer is:
Yes: Then no further steps to complete!
No: If not, consider:
Build a site visitor segment of converted users (those who have converted 1-50 times) to exclude from your audience.
Uploading a CRM list of current customers/past purchasers to exclude from your audience.
⚠️ Warning: If tracking multiple conversion points, you cannot block one type of converter. You can only block all converted users, no matter which conversion point that user converted on.
Does your business operate nationally?
Does your business operate nationally?
If the answer is:
Yes: We recommend a nationwide approach to reach households interested in your product offering regardless of location.
No: We recommend leveraging a Location segment to include or exclude as needed.
💡 Tip: If your campaign targets a smaller geographic region, you'll likely want to layer in additional audience segments to expand reach.