Google affinity Audiences are now available for Netflix campaigns within Display & Video 360, enabling advertisers to reach Netflix viewers who closely align with their brand, increasing the likelihood of engagement. Affinity audiences help advertisers raise awareness and drive consideration among groups with strong interests in specific products.
How Affinity Audiences Work
Affinity audiences allow targeting based on users' specific interests as they browse the web. Advertisers can choose from diverse lists such as auto enthusiasts, sports fans, luxury travelers, and fashionistas to show ads to people likely to be passionate about those topics. These audiences are created based on users' activities on Google products and third-party websites, or estimated from content interests. Activity on third-party sites mainly informs audience segments for those sites, while activity on Google products informs segments on those platforms.
When to Use Affinity Audiences
Affinity targeting is useful for expanding reach to users more likely to convert based on their interests. Examples include:
- A movie studio promoting an action film targeting the action movie lovers affinity audience.
- A cosmetics company promoting eco-friendly makeup targeting women who love makeup and are passionate about the environment.
- A fast food company sponsoring a car race targeting performance car enthusiasts.
Affinity audiences help connect with users similar to those targeted in offline or TV campaigns. Advertisers can easily reach a wide variety of relevant users by selecting a brand category and optionally adding demographic overlays.
Audience Allocation
Users are assigned to affinity categories for targeting on third-party websites and apps based primarily on their activity on those platforms. For Google’s own products, users are allocated based on their activity within Google’s ecosystem.
