Advanced Audiences: From football fans to healthy lifestyles
Rodrigo Ceron
Senior Director, Global MarketingComscore
Targeting by demographics only is not enough when creating a digital campaign. Brands want to create segments based on interests and behaviours. In this analysis, you can find what are the most used food delivery apps by men between 18 and 24 years old who are interested in football and the preferred magazines of women 35+ years old who are interested in healthy living.
Let us start with a hypothetical case where a video streaming platform wants to collaborate with food delivery apps in the UK and target young males who also engage with football.
With Comscore‘s Advanced Audiences we identified that during November 2022 the top food delivery apps used by those interested in football were:
Audience Interested in Football | ||
Target Audience (000) | ||
1 | My McDonald's UK | 6,536 |
2 | Just Eat | 5,342 |
3 | UberEATS | 4,727 |
4 | Too Good To Go | 3,111 |
5 | Deliveroo | 2,993 |
Source: Comscore Plan Metrix Multi-Platform, UK, November 2022, IAB Advanced Audiences, 18+ years old, Only Mobile Apps
Now, let's go to the next level with additional variables such as age and gender. When we look at the affinity index of men aged 18 to 24 years old who are interested in football it gives us a significantly different result:
| Males 18-24 years old interested in football | ||
| affinity index (average = 100) | ||
| 1 | Greggs Rewards | 310 |
| 2 | My McDonald's UK | 137 |
| 3 | Just Eat | 122 |
| 4 | UberEATS | 112 |
| 5 | Deliveroo | 110 |
Source: Comscore Plan Metrix Multi-Platform, UK, November 2022, IAB Advanced Audiences, Only Mobile Apps
Greggs Rewards, which was not in the top 5 apps in the previous scenario, is not only the number one preferred app in this new scenario, but shows almost three times more affinity compared with Deliveroo amongst younger males who are interested in football.
Another hypothetical scenario: A brand wants to advertise their products in one or more of Hearst’s Magazines that have highly targeted female segments. The results show the following Top 5 Magazines:
Audience Segment Women | ||
Target Audience (000) | ||
1 | Digital Spy | 4,854 |
2 | Cosmopolitan UK | 2,668 |
3 | Good Housekeeping UK | 2,342 |
4 | Delish UK | 699 |
5 | Elle UK | 447 |
Source: Comscore Plan Metrix Multi-Platform, UK, November 2022, IAB Advanced Audiences, Hearst, 18+ years old, Female
If the brand wants to focus on women 35+ years old who are interested in healthy living, then looking at Advanced Audiences we can see that the affinity in this specific target is different compared with the general ranking by gender. In this case, Red Online and Women’s Health are the two magazines with higher affinity in the target amongst all Hearst Magazines.
| Women 35+ years old interested in healthy living | ||
| affinity index (average = 100) | ||
| 1 | REDONLINE.CO.UK | 305 |
| 2 | Womens Health UK | 237 |
| 3 | House Beautiful UK | 224 |
| 4 | Good Housekeeping UK | 210 |
| 5 | PRIMA.CO.UK | 208 |
Source: Comscore Plan Metrix Multi-Platform, UK, November 2022, IAB Advanced Audiences, Only Mobile Apps
With Comscore’s Advanced Audiences, it is possible to make more precise targeting decisions to better optimize your advertising investments. To analyze these or other audience segments in the UK, or other markets, you can contact us and learn more about how Comscore can help you plan, execute, and monitor your campaigns.