Google’s “affinity audiences” to let brands select audiences from broad interest areas

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 17, 2019, 6:18 AM UTC

Also being introduced are in-market seasonal event segments.

Google will soon introduce two new audience targeting options for advertisers. The first is “affinity audiences” built around interests determined by browsing behaviour and will be used primarily for higher-funnel awareness campaigns. Advertisers can delve deeper into broad interest areas to choose audiences.

The other is the introduction of seasonal event segments into in-market audiences. Here, audiences can be categorised based on buyer intent signals, namely recent search queries and browsing activity. This can be used to reach people who may be lower in the funnel but interested in making a purchase.

Google is adding segments like Black Friday and Christmas to Search and YouTube. It will help advertisers layer these segments above their targeting to reach interested Christmas shoppers.

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