Semcasting Tutorial

Semcasting combines online and offline data to improve display advertising efforts through IP targeting. Semcasting allows Pontiac users to create and target custom audience segments by onboarding First-Party data or utilizing Third-Party data sets. Semcasting does not focus on cookies, but instead privacy-compliant IP Address triangulation. Semcasting data sets, data analytics, onboarding tools, and audience analysis tools work effectively across devices and provides us the ability to measure reach and frequency by household across channels as well as incremental reach.  

Getting Started with Semcasting
Creating Audiences in Semcasting
       First-Party Onboarded Audiences
       Commercial Geo-frame Audiences
       Third-Party Audience Designer
Managing Semcasting Audiences
Publishing Semcasting Audiences to Pontiac
Audience Insight Reports

 

Getting Started with Semcasting
  1. To start using a Semcasting account, all Pontiac users will need to sign a Semcasting user agreement. You can review this addendum here: Semcasting Addendum
  2. Once you have read the addendum, send an email to your Account Manager requesting the addendum be sent through Docusign.
  3. Once signed, your Account Manager will create an account on your behalf using the email address provided.  Once your account is set up, you will receive an email from Semcasting asking you to follow a link to create a Password. After establishing your password, you will be able to sign in to Semcasting with your email address and new password. 
Creating Audiences in Semcasting
First-Party Onboarded Audiences

First-Party onboarded audiences allow you to upload CRM data or other First-Party data and to create an anonymously targetable audience in Pontiac. These audiences have an additional cost of $0.97 CPM.  

  1. Login to the Semcasting portal and navigate to the ‘Onboarding’ tab 
  2. Select the File containing your First-Party data from your Computer  
  3. 2GB file max – csv, tsv, txt, and log 
  4. Accepted fields:
  5. Map the columns in your file by selecting the type of data from the drop-down menu 
  6. Select whether the audience is targeting ‘Businesses’ or ‘Consumers’ 
  7. Give the segment a name, audience names must be 3-64 characters and only contain letters, numbers, hyphens and underscores 
  8. Check the box if you would like to generate an Insight Report. Insight Reports will provide demographic information about the users in the audience. To download the report, wait for the audience to generate, then under the ‘Audiences Dashboard’, click on the gear symbol next to the audience name and select ‘Download Report’.  
  9. Once you submit the audience, it will appear in the ‘In Progress’ tab of the Audience Dashboard while it is in the matching process. 
  10. Follow the steps in ‘Publishing Semcasting Audiences to Pontiac’ to make this Audience available in Pontiac. 
Commercial Geo-Frame Audiences

 

  1. In the Semcasting portal, navigate to ‘Onboarding’ tab 
  2. Select ‘Create Segment from’ -> ‘Map Area’ 
  3. Search for an address or region, then select either the square or polygon icon and draw the desired area on the map 
  4. Select ‘Businesses’ 
  5. If desired, apply additional Third-Party filters to narrow down the businesses in the map area
    Set the logic for these filters: 

    • ‘Chosen value can be ANY selection’ – this will enable OR targeting between selected attributes, ie. if the attributes ‘18-50 years old’ and ‘Female’ are selected this audience will contain users that meet ONE of these conditions, the user is ‘18-50 years old’ OR ‘Female’. 
    • ‘Chosen must be in ALL selections’ – this will enable AND targeting between selected attributes, ie. if the attributes ‘18-50 years old’ and ‘Female’ are selected this audience will contain users that meet ALL of these conditions, the user is ‘18-50 years old’ AND ‘Female’. 
  6. Save this audience 
  7. Return to your Audience dashboard and once this audience of businesses in the map area has finished generating, click the settings icon ‘Study Options’, then choose ‘Edit Segment’ 
  8. Change the ‘Target Type’ to ‘Consumers’, apply any additional filters and enter the consumer visit dates

  9. Save this new Audience 
  10. Follow the steps in ‘Publishing Semcasting Audiences to Pontiac’ to make this Audience available in Pontiac.

 

Third-Party Audience Designer
  1. Navigate to the ‘Audience Design’ tab in the Semcasting platform
  2. Select whether the target is ‘Businesses’ or ‘Consumers’ 
  3. Select desired attributes 
  4. Set the audience logic: 
  5. ‘Chosen value can be ANY selection’ – this will enable OR targeting between selected attributes, ie. if the attributes ‘18-50 years old’ and ‘Female’ are selected this audience will contain users that meet ONE of these conditions, the user is ‘18-50 years old’ OR ‘Female’. 
  6. ‘Chosen must be in ALL selections’ – this will enable AND targeting between selected attributes, ie. if the attributes ‘18-50 years old’ and ‘Female’ are selected this audience will contain users that meet ALL of these conditions, the user is ‘18-50 years old’ AND ‘Female’. 
  7. Utilize data sets from the ‘Advanced Targeting’ section to layer demographic, behavioral and location based criteria in the following categories:

    • Retail – select from behavioral data segments of consumers in certain categories for example ‘Coffee Drinkers’, down to the coffee shop of preference.
    • Politics – on a scale of ‘least likely’ to ‘most likely’ create custom segments of users who align themselves with certain issues such as ‘Progressive Income Tax’ and ‘Gun Owner Score’.
    • Sports Attendees – use advanced location data to create custom users who have been to certain stadiums and support certain sports teams.
    • Home Ownership – create a custom segment based home attributes or services a household is looking for, such as ‘Landscaping Contractors.
    • Personal Finance – create a customized segment to target users based on net worth, banking, equity and other personal finance data. In the
  8. In the ‘3rd Party Targeting’ section incorporate additional data from the following providers:
    • Advanced Contextual 
    • Acxiom Lifestyle 
    • Affinity Solutions 
    • HealthWise Data 
    • KnowWho Consumer  
    • DataStream
  9. Follow the steps in ‘Publishing Semcasting Audiences to Pontiac’ to make this Audience available in Pontiac. 

 

Managing Semcasting Audiences
Cloning Segments

To clone an Audience segment, navigate to the Audience Dashboard and check the box next to the Audience. Select the ‘Copy’ icon from the menu, give the segment a name, and ‘Create Copy. This feature allows you to create various iterations of the same data, by cloning the audience and then applying different Third-Party filters. 

Applying Third-Party Filters

Additional Third-Party Filters can be applied to any existing audience. This feature allows you to utilize Third-Party data to filter for certain demographics within your First-Party data. For example, apply a filter for ‘Women’, to create a new audience segment that contains only the women from within your onboarded data. Narrow down the audience pool to the most relevant users, while maintaining the anonymity and privacy of users.  

Merging Segments

To combine multiple segments, navigate to the Audience Dashboard and check the boxes next to two or more audience segments. Then use the ‘Merge’ icon to combine these segments into a new segment.  

  1. Select ‘Common’ or ‘Distinct’ 
  2. Select ‘Business’ or ‘Consumer’ 
  3. Give the merged audience a new name
Lookalike Segments

A Lookalike segment can be created from any existing segment in Semcasting, this includes both First-Party Data and Third-Party Audiences. To create a Lookalike segment, navigate to the Audience Dashboard and select the gear symbol next to the audience name. From the menu that appears, select ‘Create Lookalike Segment’. Give the segment a name and enter the desired geo. Follow steps in ‘Publishing an Audience to Pontiac’ to make this new segment available for targeting in the Pontiac platform. 

 

Publishing Semcasting Audiences to Pontiac
  1. When the Audience appears in the ‘Available’ tab of the Audience Dashboard it is ready to be published to Xandr. Click on the name of the Audience, and scroll down to the Xandr tile. 
  2. Click ‘Activate’ on the Xandr tile 
  3. Enter the campaign date range 
  4. Member ID: 3344 
  5. Once the Xandr logo appears under ‘Platform’ in the Audience Dashboard, email your Account Manager with the name of the segment and request that this audience be published to your Pontiac account 
  6. This audience will then appear under ‘Onboarded’ in the Audiences tab and can be associated with the Advertiser where you wish to use it.
Audience Insight Reports

Insight reports are available for all audience types and provide demographic information about the users in the audience.​ Reports include data on Gender, Age, Ethnicity, Income Level, Social Matrix and much more.  

Social Matrix is a consumer marketing segmentation utilized by Semcasting that houses 26 clusters designed using life stage and affluence. Sample Social Matrixes include:​ 

  • Time Cards & Happy Hour:18-25 year olds working hourly rate jobs, with a lifestyle that is more focused on personal entertainment than building a substantive career​ 
  • Comfortable Independents: 52-64 year olds living comfortably. Considered above average in affluence but do not spend on extravagant item​ 
  • Early Bird Specials: 74+ year olds with modest needs and resources, looking for the next best deal​ 

See the explanation of each social matrix here: (this will like out to social matrix explanation from Semcasting) 

These reports can be downloaded by clicking the ‘Study Options’ symbol next to the name of the Audience in the dashboard and then choosing ‘Download Report’.