Search Audience Targeting vs Demographic Targeting

Audience Targeting vs Demographic Targeting

Think about the way you use YouTube. It’s probably changed over the years, right? When you visit the platform today, it’s likely that you switch from your mobile to your laptop to your TV, maybe juggling between shows that teach you something and skits that make you laugh. The point is: you choose what you want to watch, and where, based on what you like.

Insights pulled from Google platforms interactions revealed that users' journeys are indeed far more complex than before, partly as a result of cross-channel and multi-platform usage, with over 80% of users bouncing between devices. Just as YouTube users’ viewing habits have changed, our insights suggest that brands also need to adapt. One of the best ways to take the next step after generic demographic targeting is to apply real-people audience targeting.

What’s the difference between demographic targeting and audience targeting?

Demographic targeting encompasses impersonal age and gender-focused advertising, with no ‘face’ fronting the information: think ‘25-year old male’.

Audience targeting, however, focuses on real people with ‘affinities’, or authentic interests and passions. Think people with ‘faces’: the luxury traveller, beauty maven, book lover, fast-food craver. Audience targeting allows you to reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business.

Audience targeting, specifically, can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos.

Our insights show that by using ‘advanced audiences’ brands can better:

1. Attract (build reach and awareness)
2. Connect (nurture consideration and intent)
3. Assist (inspire action and loyalty)

1. Attract

When we talk about attract, we talk about homing in on users’ personal interests and passions to build reach and awareness. Understanding what your target market is genuinely passionate about is key here. You need to know what your target market has an affinity for. Is your audience made up of people who frequently visit salons, or are they travel-buff family vacationers, professional chefs, or fashion designers? Once you understand this, you can tailor your campaigns.

During the Attract phase, our insights suggest that the ideal targeting formats encompass:

• Masthead ads (digital billboard ads placed on YouTube’s homepage for 24 hours)
• Google-preferred sponsorship
• Bumpers (six-second YouTube ads)
• TrueView for Reach (short ads with CPM buying)
• Pre-roll (in-stream) ads

Effective displays include:

• Out-stream video ads (based on CPM)
• Responsive display ads (asset-based ads that automatically adjust their size, appearance, and format to fit available ad spaces)