Thursday, June 27, 2013 | 8:06 AM
Brand Advertisers often know who they want to reach, but connecting online with the audience that matters most to their brand at scale has proven to be a challenge. To help address this, we’re excited to announce the launch of Affinity Segments in AdWords and YouTube, which have been designed with TV-style audiences in mind to help solve the problem of connecting with ideal customers online. To understand someone’s affinity, our system takes into account the types of pages a user visits, along with how often and how long they spend there, associating interest categories with each person’s browser. Optimized for reach and frequency, Affinity Segments helps advertisers reach those most likely to enjoy their brand.
Make life easier
With Affinity Segments, we make it easy by helping brand advertisers reach their ideal audience via 80 unique lifestyle segments based on Interest Categories and Demographics. Brands can now reach their target audience at scale based on their interests – such as green living, fashion, or travel – and watch engagement grow.
And it doesn’t stop there. We know that as an advertiser you’re probably used to buying audiences offline for TV, and we know how challenging buying an online audience can be. To make life even easier for you, we defined our affinity segments the same way you target your TV audiences, so you can achieve massive reach online using the same segments you use on TV.
Mazda Canada drives success using Affinity Segments
Like most advertisers out there, Mazda Canada has been on the lookout for a solution that would enable them to reach precise audiences at scale. Over the past decade, the Mazda6 has undergone a few key redesigns – 2013 marked the launch of an all-new model combining Mazda’s signature design style with SKYACTIV Technology, its cutting-edge performance and fuel-saving technology, as well as some innovative safety features including Smart City Brake Support and Rear Cross Traffic Alert. The launch of this flagship vehicle demanded an innovative marketing approach: to build awareness of these technological advancements, inform consumers of the car’s new features, and drive them to the Mazda6 website to engage directly with the brand.
They knew their target audience: male urban professionals who are typically interested in technology and up-to-date on all the latest gadgets and automotive advancements.
Mazda Canada decided to give Affinity Segments a try, selecting the “technophile” segment to connect them with their ideal tech-savvy customers, who have demonstrated an interest in technology through visits to various websites focused on new gadgets. By targeting the technophiles segment across Google Display, Mazda reinforced the messaging and impact of its television campaign geared to the same type of audience. Mazda saw impressive results and reached 10X more users than they were able to with previous campaigns, greatly exceeding their expectations.
“Affinity Segments delivered perfectly for this campaign in allowing us to reach many users in a short period of time who we knew would have a predisposition to appreciate the Mazda6’s technology upgrades.” said Michael Tsang, Interactive Marketing Manager at Mazda Canada. As a result of their overwhelming success, Mazda Canada decided to integrate Affinity Segments into their online media mix for their other car models and as a vital component for their advertising efforts.
Connect with the people who care
Affinity Segments offer broader reach by encompassing the broad passions that reflect a user’s lifestyle rather than niche curiosities. Our wide variety of segments let you reach your perfect audience – from hardcore gamers, to foodies, to luxury shoppers, we have a high-reach segment designed to connect you with your ideal customers. If there isn’t a segment that is a perfect fit for your brand’s needs, you can contact your account manager to create a custom segment just for you.
Consumers can also update their own interest categories through Ads Settings – which gives users control over the ads they see online.
Just like Mazda, you too can use Affinity Segments to expand your reach across the Google Display Network and focus on engaging with individuals who match what your brand is all about – delighting customers and creating future brand advocates.
To find out how to get started with Affinity Segments today, visit our Help Center for more information.
Posted by Diya Jolly, Senior Product Manager