AUDIENCES BY DESIGN
Customized target groups for offline and online activation
Briefings, data logic and business understanding result in audiences that really fit the campaign – precise, activatable and usable across all channels.
Standard segments often only provide approximations. We develop target groups according to specific questions: for regional campaigns, digital activation, CRM expansion, retail media, out-of-home, social ads or performance marketing.
Target groups are not created from catalogs. But from logic.
Many target group models are based on prefabricated segments. This is quick – but rarely really accurate. We translate campaign goals, location data, interests, life phases, mobility patterns and digital signals into target groups that fit the specific business question.
Whether it’s new customer acquisition, regional expansion, branch campaigns, event activation or B2B communication: we build audiences so that they work where decisions are prepared and campaigns are played out.
From the real world to digital activation
We combine offline signals such as locations, catchment areas, visit frequencies, POIs, regional potential or events with online activation logic for campaign platforms, CRM, programmatic, social media or retail media.
This creates target groups that are not only described demographically, but are also derived from context, behavior, needs and activation potential.
Possible audience logics:
| Location-based audiences | People in the catchment area of relevant locations |
|---|---|
| Event-based audiences | Target groups around events, trade fairs or seasonal peaks |
| Interest-based audiences | Sports, outdoor, family, mobility, travel, technology |
| B2B audiences | Decision-making logic according to industry, function or company characteristics |
| Potential audiences | Regions or segments with a high probability of closing |
| Combined audiences | Linking several signals to precise target groups |
Plan more precisely. Activate more relevantly. Perform better.
With Audiences by Design, target groups are strategically derived, modeled based on data and made practically usable – for offline planning and digital campaign activation.
Let us design your next target group.
Do you have a campaign objective, a region, a product or a business question? We translate this into an activatable audience logic – online, offline or combined.