Case: An electric car manufacturer markets a new model The Outdated Way: Use a generic “auto intender” audience consisting of users that visit pages categorized as: · Auto sections of online classifieds, or · Auto dealership sites, or · Auto section of insurance comparison sites, or · Automotive brand sites.
The vast majority of users in this audience are generic auto intenders and only a small minority actually have an affinity for family-friendly electric sedans.
Define Your Audience with a Top-Down Approach Semasio’s Semantic Behavioral Profiles dynamically evolve over time by aggregating the most significant words consumed by the user. In this example, “electric car”, “family car”, and “car seat”, begin to form an audience with affinity for family-friendly electric sedans. The platform then identifies more targeted criteria including which words to add and exclude.
You can then dynamically trade off reach against affinity depending on your unique marketing goal. Use our interactive example to test between Affinity & Reach.