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How to use Audience Spectrum to Target Paid Online Advertising


Audience segmentation is crucial in making sure your online advertising is seen and engaged with the people it's most relevant for. Nobody wants their day interrupted by an irrelevant advert, and by understanding our different audience needs, the platforms they use and the right messaging we can ensure a healthy return on investment.

The Audience Agency’s Audience Spectrum Segmentation is a framework that classifies the UK population based on their engagement levels with arts and culture and can help you to define the need in funding applications.

In this guide, we have outlined a step-by-step approach to applying Audience Spectrum Segmentation to your online advertising. The guide is designed for those new to digital advertising as well as those who are more practised but wish to understand how to apply audience segmentation to their approach. It is split into sections to take you through all of the core steps in designing an online advertising campaign using audience segmentation as well as further steps for those wanting to dig deeper.

Due to the nature of paid ads campaigns, you may find yourself running these stages at the same time. For instance, your objective may require choosing an audience first, and vice versa. Let’s get started...

The Steps

Remember to comply with GDPR (General Data Protection Regulations) and data protection regulations and ensure that you handle your CRM and Audience Spectrum data in a secure and responsible manner.