Affinity Audiences and In-Market Audiences are the major two types of audiences available on DV360. Both audiences have their own significant purpose in digital campaigns. In this post, I explained Affinity and In-Market Audiences and their differences. So, you can use the correct type of audience for your ad campaigns.
FREE PROGRAMMATIC ADVERTISING COURSE
Affinity Audience
Using an affinity audience, brands can show their ads to people who have a strong interest in specific topics or categories. Affinity audiences are much more suitable for brand awareness campaigns. Based on user’s online activities such as search queries, website visits, and content they are frequently reading are used to determine their interest or behaviors.
Example
One travel agency company wants to run a digital ad campaign to “promote newly launched tour packages”. In this situation, they can reach people who have an interest in travel, adventure, tour, etc. So, they can use affinity types of audiences. So, they can reach people who may have visited travel blog websites, searched queries related to tours and travel, and read travel related contents.
Example For Affinity Audience
Action & Adventure Movie Fans
Action Game Fans
Adventure & Strategy Game Fans
Art & Theater Aficionados
Aspiring Chefs
Audiophiles
In-Market Audience
In-Market Audiences are helpful to reach people who actively searching for particular products or services with purchase intent. User’s online behaviours, search queries, and relevant indicators are considered to create In-Market audiences.
Example
One mobile company wants to run a digital ad campaign to “increase mobile sales”. In this situation, they can use In-Market audiences to target people who have strong intent on purchasing mobiles. So, this company can reach users who recently viewed mobile review sites, recently viewed mobiles on shopping websites/apps.
Combined Audience
Under combined audience, you can combine Affinity, In-Market, Demo, and Remarketing audiences with AND, OR, and NOT operators. So, you can target a specific group of audiences from various audience types.
Frequently Asked Questions
What is the difference between Affinity and In-Market audiences in DV360?
Answer: Under affinity audiences users who have long-term interests are available. Under In-Market audiences users who are actively searching with purchase intent are available.
How are Affinity audiences created in DV360?
Answer: User’s online activities such as search queries, website visits, and content they are frequently reading are used to determine their interest or behaviors. Based on this data, users are categorized into various topics and categories.
How can I use In-Market audiences effectively in DV360?
Answer: Actively researching with purchase intent type of audiences available under In-Market audience group. So, advertisers can use in-market audiences to improve their sales.
Can I combine Affinity and In-Market audiences in my DV360 campaigns?
Answer: Yes, it’s possible in DV360. Under combined audience, you can use both affinity and in-market audiences with OR, AND, NOT operators.
How do I select the most relevant Affinity or In-Market audience for my campaign in DV360?
Answer: Audiences are grouped into various categories. You can choose them based on your product, service, and intent.
Hey Sri,
This is very useful and easier to understand the concept. However, we are also having two more options of custom affinity and custom intent. These two audiences can be customized based on the requirements.
Hi Vinoth,
Thank You So Much For Your Valuable Comment!