Google Display Network Gets Custom Affinity Audiences

Chris CrumAdvertising

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Google announced that it will soon roll out custom affinity audiences across the Google Display Network. This will let advertisers define who they want to reach across the web regardless of device.

The offering will join affinity audiences, which let advertisers reach people interested in their topic, and in-market audiences, which let them reach people actively looking for the type of thing they're selling.

"By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right people," explains Google Display Ads Senior Product Manager Jon Kraficik. "Custom affinity audiences works across the Google Display Network, which, according to ComScore, reaches 94% of the web in the United States on a monthly basis, and 89% of global internet users. Like affinity audiences, custom affinity audiences work best with existing features and formats like Engagement Ads and viewable impressions, and can be measured using Brand Lift reporting."

Electronic Arts used custom affinity audiences to target fans of specific teams with a recent Madden campaign. Google's affinity audience product offers a football fan segment, but not at the team level, so they created 32 custom affinity audiences - one for each team. This is one example of the type of thing you can do with the new offering.

"We’re continually improving AdWords to make it easier for you to reach the right audience and to provide insights about the audiences you’re reaching," says Kraficik. "As you build a custom affinity audience, we will now provide immediate estimates for the people you may reach by showing breakdowns of their demographics like age and gender as well as their most relevant affinities."

Google says advertisers can expect to see these types of insights whenever they access Interests & remarketing features from the +Targeting button in Adwords.

Image via Google

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.