AUDIENCES
Social Distancing Audiences
When the desire to venture out (or how safe it is to do so) varies greatly from region to region, how can marketers reach the right consumer with the right message at scale?
Some of your customers are ready and able to come shop at your locations. Others have visitation habits indicating you’re better off directing them to your website to purchase. And, their visitation behaviors vary over time and by category. To help marketers optimize advertising investment and creative messaging impact, PlaceIQ has built programmatic audiences to help manage this complexity.
Reemergence Audiences You Can Activate Today
Activate Reemergence audiences gleaned from weekly social distancing data. Easily test and tune your messaging to drive in-store or online visits based on recent consumer behavior.
Audience: Strictly Isolating
Campaign Goal: Promote online delivery and large format purchases
Audience: Cautiously Reemerging
Campaign Goal: Increase awareness for your curbside pick-up options
Audience: Reemerged
Campaign Goal: Bring in foot traffic to open locations
Use these audiences to deliver focused messaging and minimize waste
Strictly Isolating
Consumers staying in as much as possible, making minimal trips to essential commercial places
Cautiously Reemerging
Consumers beginning to visit commercial businesses at an increased rate
Reemerged
Consumers regularly visiting commercial businesses, retailers, entertainment, and more
Reach audiences ready to return and keep the new visitors you’ve captured along the way
Using recent and historical data, PlaceIQ has created audiences that capture a different type of demand — pre- and post-pandemic. By including a Recapture segment with a standard visit segment, you can increase your reach by an average of 50%.
Recapture Pre-Pandemic Visitors
CATEGORICAL AUDIENCES
Including:
Airport Terminals
Bars
Buffet Restaurants
Casinos
Gyms
Hotels
Movie Theaters
Nightlife
Shopping Malls
Sporting Goods Stores
Theme Parks
Transit Hubs (Bus, Train, and Ferry)
…and more. Please inquire for a full list.
BRAND-CENTRIC AUDIENCES
Including:
Airport Terminals
American Airlines
Delta Airlines
Southwest Airlines
Theme Parks
Disney World
Disneyland
Universal Studios
…and more. Please inquire for a full list.
Retain Post-Pandemic Visitors
CATEGORICAL AUDIENCES
Including:
Auto Parts Stores & Service Centers
Big Box Stores
Department Stores
Dollar and Discount Stores
Fast Casual Restaurants
Furniture and Decor Stores
Grocery Stores
Hardware Stores
Home Improvement
Nature & Outdoors
Pharmacies
QSR Restaurants
…and more. Please inquire for a full list.
BRAND-CENTRIC AUDIENCES
Including:
Furniture and Decor Stores
Mattress Firm
Hardware Stores
Ace Hardware
Home Depot
Lowes
Home Improvement Stores
PPG Paints
Sherwin Williams
…and more. Please inquire for a full list.
Audience: Travel > Hotels > Recapture PreCovid Pandemic Visitors
Campaign Goal: Encourage safe and affordable hotel stays for past frequent visitors
Campaign Goal: Reach people ready to safely travel again
Campaign Goal: Promote deals in the auto industry on a seasonal basis
Campaign Goal: Maintain recent visitors to quick-service restaurants
Message consumers based on their new work habits
As companies across the US assess their new work plans for the rest of this year and into 2022, PlaceIQ created audience segments to help marketers understand consumer audiences based on their different types of work habits in order to reach them as they’re creating new patterns.
Recent Office Return
Devices whose day was previously spent at their residential dwell, but recently changed.
Works from Office
Devices whose day dwelling does not match their residence.
Works from Home
Devices whose day dwelling does match their residential dwell.
Digital Nomad
Devices whose day dwelling is not their residence, but frequently changes.
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Segment by holiday shopping history
The 2020 holiday season was nothing short of abnormal and shopper journeys continue to evolve, so we have created a two-year view of holiday shoppers to target during the 2021 holiday season. These audiences include devices seen shopping during the holidays and seasonal events before the onset of the pandemic.
New audiences include:
PreCovid Holiday Shoppers
PreCovid Mall Holiday Shoppers
PreCovid Clothing Store Holiday Shoppers
Make sure to augment messaging to cater to your audience’s comfort level this year.
Highlight in-store experiences to drive visitation or focus on flexibility and value for those spending more time online.
Focus on Flexibility
Focus on Experiences
Target audiences based off their new preferences
Segmentation based on visit duration allows you to understand if your customers are shopping in store, or seeking contactless options – and message accordingly. Use these audiences from PlaceIQ to reach relevant customers with a message that delivers on your campaign goals.
Five Guys’ visit duration reveals a completely reconfigured business. Visits <10 minutes have regressed somewhat, but they still dominate the share in a manner completely unlike its pre-COVID makeup.
Use these audiences to reach consumers based on their changed behaviors
RETAIL: By Category
Arts and Crafts > Click and Collect ShoppersBig Box > In Store Shoppers
Errands > Click and Collect Shoppers
Department Stores> Click and Collect Shoppers
Furniture and Decor > In Store Shoppers
Sporting Goods > In Store Shoppers
…and more. Please inquire for a full list.
DINING: By Category
Casual Restaurants > Dine In
Casual Restaurants > Pick Up
Coffee Shops > Dine In
Coffee Shops > Pick Up
Fast Casual > Dine In
Fast Casual > Pick Up
QSR (Fast Food) > Dine In
QSR (Fast Food) > Pick Up
DINING: By Meal Times
Breakfast > Dine In
Breakfast > Pick Up
Lunch > Dine In
Lunch > Pick Up
Dinner > Dine In
Dinner > Pick Up
Account for category reemergence with High, Medium, and Low activity Thresholds
From the complex nature of auto, to the durability of fast food, to the regional fluctuations in entertainment, businesses are reemerging at different rates around the country. Using these audiences, marketers can filter campaign targeting to limit delivery to devices where category-level visitation meets your business objectives.
Use local data to limit waste, focus messaging, and exceed your campaign goals
AUTO
Including:
Automotive Dealerships
Automotive Dealerships: Luxury
Automotive Dealerships: Motorcycles
B2B
Including:
Offices
DINING
Including:
Buffets
Casual Restaurants
Coffee Shops
Fast Casual Restaurants
Quick Service Restaurants (Fast Food)
EDUCATION
Including:
Colleges & Universities
ENTERTAINMENT
Including:
Athletic Recreation (Sports)
Entertainment Venues
Family-Centric Entertainment
Movie Theaters
Nature and Outdoors
Nightlife
FINANCIAL SERVICES
Including:
Banks
RETAIL
Including:
Arts and Crafts
Auto Parts Stores & Service Centers
Beauty Supply
Big Box Stores
Cell Phone Stores
Clothing and Accessories
Department Stores
Electronics Stores
Furniture and Decor
Gas and Convenience
General Stores
Health and Beauty
Home Improvement
Moving and Storage
Office Supply and Shipping
Pet Stores
Pharmacies
Real Estate Agencies
Shopping Malls
Sporting Goods Stores
TRAVEL
Including:
Airports
Car Rentals
Cost Conscious Hotels
Hotels
Luxury Hotels
Premium Hotels
Transit Hubs (Bus, Train, and Ferry)
Truck Rentals
Audience: Auto Dealerships > Low Activity
Campaign Goal: Increase Online traffic
Audience: Fast Food Traffic > Medium Activity
Campaign Goal: Increase app downloads
Audience: Mall Traffic > High Activity
Campaign Goal: Increase foot traffic
To activate these audiences, search for PlaceIQ segments within your DSP or reach out to our team to have segments shared directly for use across programmatic, social, and search channels.
