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

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Strictly Isolating

Consumers staying in as much as possible, making minimal trips to essential commercial places

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Cautiously Reemerging

Consumers beginning to visit commercial businesses at an increased rate

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Reemerged

Consumers regularly visiting commercial businesses, retailers, entertainment, and more

These segments are created by continually analyzing how a households’ visitation behavior changes over time. They are updated weekly to accommodate the ongoing changes across the U.S.

Use these audiences to deliver focused messaging and minimize waste

Audience: Strictly Isolating
Campaign Goal: Promote online delivery and large format purchases
example dining ad for strictly isolating audience
Audience: Cautiously Reemerging
Campaign Goal: Increase awareness for your curbside pick-up options
example dining ad for cautiously reemerging audience
Audience: Reemerged
Campaign Goal: Bring in foot traffic to open locations
example dining ad for reemerged audience

How to account for reemergence in your category

Through the lens of location intelligence, we’re monitoring the ongoing shifts across various categories – from the complex nature of auto, to the durability of fast food, to the regional fluctuations in entertainment. To create segments meaningful to each category, we used county-level data to create High, Medium and Low Activity Audiences for each. Using these audiences, marketers can filter campaign targeting to limit delivery to devices where category-level visitation meets your business objectives.

Category Reemergence Audiences Are Available in High, Medium, and Low Activity Thresholds

AUTO

Including:
Luxury
Motorcycles

DINING

Including:
Casual Restaurants
Coffee Shops

Entertainment

Including:
Movie Theaters
Nature & Outdoors

Retail

Including:
Sporting Goods
Pet Stores

B2B

Including:
Offices

Financial Services

Including:
Banks

Education

Including:
Colleges & Universities

Travel

Including:
Airports

Use these audiences to save budget and meet your campaign KPIs

low activity
Audience: Auto Dealerships > Low Activity
Campaign Goal: Increase Online traffic
example auto tweet
medium activity
Audience: Fast Food Traffic > Medium Activity
Campaign Goal: Increase app downloads
example dining tweet
high activity
Audience: Mall Traffic > High Activity
Campaign Goal: Increase foot traffic
example retail tweet

HOW TO ACCOUNT FOR BEHAVIORAL CHANGES IN YOUR CATEGORY

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 Shoppers
Big 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

By Meal Times:

Breakfast > Dine In
Breakfast > Pick Up
Lunch > Dine In
Lunch > Pick Up
Dinner > Dine In
Dinner > Pick Up

RETAIL

By Category:

Arts and Crafts > Click and Collect Shoppers
Big 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

By Meal Times:

Breakfast > Dine In
Breakfast > Pick Up
Lunch > Dine In
Lunch > Pick Up
Dinner > Dine In
Dinner > Pick Up

For access to the audiences, search PlaceIQ in your preferred DSP — or reach out to our team to have them provisioned to you directly for use in search, social, and more.

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Download the full audience handbook