Creative Audience

Overview: The ‘Creative Audience’ allows for dynamic retargeting of users who have received an ad previously run through Pontiac.  This audience collects User IDs, Device IDs or IP Addresses of users that have been served a creative through Pontiac and follows the user around the internet to any page they visit allowing us to target that user directly.

Use Cases: The ‘Creative Audience’ is useful as a touch remarketing campaign.  The Creative Audience feature can be combined with Lat Long Targeting (Geofencing) to create a unique opportunity that is useful for sporting events, conferences, seminars, and other short-term events that require remarketing after the event has concluded. By serving a user an ad when they are inside the geofence, then adding them to a creative audience segment, you can follow them once they have left the premises and re-target them in a later campaign.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA), Viewable Click Through Rate (vCTR), Viewability

Media Type: Display, Audio, Video, Native, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Typically, slightly increasing the bids for these campaigns helps win more impressions for the specific users we are targeting. 

Audience Data Targeting: First and Third-Party Data segments are available but are not recommended for this strategy.

Specs:  Align with the campaign’s media type.

 

Setup

Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Creative Audience’ from the dropdown menu.  Choose the data you wish to follow, either Device ID, User ID, and/or IP Address.  Then select the creatives, that once served, will add users to the audience.

In the above screenshot, the three creatives are capturing the Device ID, IP Address, and User ID, which are building the audience.

Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen.  Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.