When it comes to overall strategy, creating a list of target markets is primarily a marketing function and relevant to your overall digital marketing plan. Determining which type of target audience to focus on is an advertising function associated with each individual campaign. Different campaigns may already have different target audiences in mind. Or maybe we’re just getting started. Either method can be identified by following these steps:
Examine your existing customer base
Take your existing customer base as a whole and look for ways to divide that market into different segments based on common traits, behaviors and characteristics.
Know who your audience is is not
Knowing who you don’t want to target is just as important as identifying who you want to target. Advanced filters allow you to exclude users from your campaigns and communications who you think are not receptive to your ads.
Research industry trends
Regularly check what your competitors are doing to understand both current trends and upcoming industry changes that can influence how your audience interacts and engages with your ads There is a nature.
Create a buyer persona
Buyer personas are fictional representations of who your customers are. At Spotify Advertising, we help you find talent and build your buyer persona with data-driven audience targeting. You should carefully consider the following:
- Demographics: Age, location, gender, language preferences, etc.
- motion: Listener interests, streaming preferences, fan base.
- environment: Music, genres, device types, platform usage, podcast episode topics, and more.
12 target audience types
Research shows that tailored ads can improve ROI by up to 8x.3 So it makes sense to target your ads where they get the most attention. The good news is that people are listening to Spotify almost everywhere. Whether in the car, at the gym, in the office, or in the shower.Four By taking a listener-first approach with audio ads, you can reach people wherever they are.
All target audiences need to be as fine-tuned as acoustic guitars, but broadly speaking, the most common types of target audiences for ad campaigns fall into the 12 categories listed below. Some include examples of specific targeted audience ads to help you better understand how to segment the different types of listeners you can reach with Spotify Advertising.
1. Everyone
Anyone with a basic understanding of marketing principles knows that a broad, one-size-fits-all approach doesn’t lead to results. However, very large companies with high market share may still choose to pitch to everyone. For example, a gaming company might do this because every listener could be a potential customer. They may already be active on digital media platforms and looking for more entertainment options.
2. Existing Customers
Targeting existing customers is an easier and more cost-effective sales strategy than pursuing new target audiences. Increase revenue and grow your business by running ads that offer upgrades to premium services. You can expand and establish your brand. In addition, existing loyal customers are an excellent source for generating new leads through referrals and endorsements.
3. Target market
The target market is the entire (non-segmented) pool of customers who are potential buyers of your product or service. For example, if you sell insurance, listeners over the age of 18 could be potential customers and respond to non-personalized ads.
LinkedIn Collaborates with Spotify Advertising to Promote LinkedIn Learning, an Online Video Course Offering, to the Entire Target Market (Business Professionals Age 21-45) to Help People Advance Their Skills and Achieve Their Career Goals See how we helped.
4. Subculture
A subculture describes a group of people with common values based on shared experiences and interests. For example, festival goers, fans of the same football team, and loyal consumers of iconic brands. For example, his Dr. Martens of his brand of footwear has, in more than a century of history, been the first of a group of young people who self-identify as “rebellious” and “disruptive,” regardless of their fashion sense or musical tastes. We have built a loyal customer base. Quite unexpectedly, the iconic boot became a staple of British youth subcultures and continues to this day. culture), there may already be a ready-made target audience available.
5. Superculture
A “superculture” is a large group of people who interact in multiple countries based on a shared passion for a particular theme or activity. On Spotify, examples of these target audiences include listeners familiar with certain types of music, such as jazz and reggaeton, and non-musical activities such as scuba diving, rock climbing, and cosplay. .
6. Demographics
Demographics are a component of most targeted marketing campaigns. They include various characteristics such as age, gender, ethnicity, income, education, marital status and occupation. You can easily take advantage of all these elements. For example, if you’re promoting a high-end family-friendly product or service, your ideal target audience type is high-income listeners who are married with children.
Learn how Italian restaurant chain La Piadineria achieved its goal of expanding its brand’s reach across multiple audience segments. It targets demographics such as age and location, and interests such as food and leisure activities.
7. Location
Whether representing a small, medium or large brand, location targeting provides the fastest track to your target audience. You can filter so that only people who are geographically close to your business can see your ads. Similarly, at international scale, you can set your ads to reach only customers in countries where you can make a successful purchase. It is this immediate value that makes location one of the most commonly used target audience types.
See how TWO MEN AND A TRUCK™, a moving company, was able to effectively target podcast listeners in the regions of the US where they offer junk removal services.
8. Needs
With enough information, you can target your ads based on your listener’s specific needs. For example, a local department store can target known parents for school reopening by promoting stationery and “back to school” clothing and accessories.
9. Attitudes and Opinions
By tapping into how people think and feel about specific topics, you can create powerful advertising campaigns that resonate on an emotional level. For example, charities and nonprofits can target their fundraising ads to audience types who are already environmentalists or active human and animal rights advocates.
10. Personal Interests
Spotify’s self-service Ad Studio allows advertisers to target people with personal interests that match the tone of their product or service. For example, a new smartwatch from a wearable technology brand could target listeners who frequently listen to playlists for runs and workouts.
See how water product brand GROHE uses audio ads to effectively target millennials interested in DIY, Hobbies & Crafts, Sports & Recreation, Health & Lifestyle, and Fitness.
11. Lifestyle
Lifestyle targeting allows advertisers to reach customers based on how they spend their time. For example, a car brand that advertises on Spotify can target listeners who often listen to music in the car or drive long distances because they love to commute or travel.
12. Fan
Targeting fans of a particular musician, genre, or entertainment series is a reliable way to market similar products and services. For example, a listener who enjoys jazz music may be more open to ads about local jazz festivals or about unrelated products with a jazz soundtrack in the background.
See how MIDE, Mexico’s Interactive Museum of Economics, used Spotify Ad Studio to target young fans of reggaeton music and deliver messages that inspire interest in economics from an early age.
Get your message across on any budget
Setting up a Spotify Advertising account takes just minutes and you can start a campaign for just $250.
Our proprietary data and streaming intelligence give you all the insights you need to reach audiences listening to your audio ads. We also offer free interactive training courses to help you become a certified expert in digital audio advertising.
