Interest-based Audience Data

What is Interest-based Audience data?

As a marketer, introducing a new product to an audience who has never heard of your business before is challenging. It’s in these situations where interest-based audience data comes into play. Websites provide resources for interest-based audience data. In understanding that people do not actively search for adverts when browsing on the internet, interest-based audience enables you as a marketer to find intuitive ways to capture the attention of these users who are online, by posting ads that speak to the target audience personally based on what they like.

How is Interest-based Audience data collected?

Interest-based audience data is collected by websites’ catalogue of data points which pertain to the interests of their users. Websites cookies collect information on site visitors, such as the content they engage with, and what these users do when off the platform, to create a catalogue of interest data. For instance, when a Facebook user likes or follows a Facebook page, or comments on a friend’s post that relates to a given topic, Facebook can use this information to create a unique ad inventory for that user based on his or her activities on the platform. Once this inventory is created, sites compile this information into an interest-based dataset with unique identifiers that can be referenced when creating targeted ads.

What are the typical attributes of Interest-based Audience data?

The core attributes of interest-based audience data are:
• Affinity - being able to assess what the targeted audience is passionate about as far as their habits and interests are concerned.
• Custom audience - the unique habits and interests of the custom audience and information about their previous purchases and intents that are crucial in formulating tailored ads.
• Similar audience - this makes it possible for you to reach out to new users who have similar interests to your website visitors or existing catalogue of loyal customers.
• In-market - an attribute that gives you the chance to reach out to users offering similar products to ones they’ve recently bought, as a result of their recent purchase intent.

What is Interest-based Audience Data commonly used for?

Interest-based audience data allows you to identify with the interests of your target audience and as a result target your adverts according to these interests. This data helps you redirect your resources to a specific target audience where you feel you will be able to offer exactly what they may like or want. Interest-based audience data enables you to reach out to an audience and generate promising conversion rates that will contribute positively to your return on investment (ROI).

How can a user assess the quality of Interest-based Audience data?

The whole point of an interest-based audience dataset is to identify potential clients’ interests so that you can push ads which address these interests. When choosing which dataset to use, you should therefore be in a position to assess how this data tallies up with your requirements. The data is as good as useless if it does not allow you to segment customers according to interests which are relevant to the product you’re marketing. Therefore, the core quality attribute of interest-based audience data should help you maintain positive brand perception with various audiences by associating your brand with the topics that they care about. Additionally, because customer needs and interests are always changing, another quality to be considered for this particular dataset is its ability to show relevance, which you can ensure by checking whether it’s updated regularly or not.