Targeting Your Campaign's Audience

Targeting an audience for your campaign involves choosing geographic area where you can best attract the most people for your ads. For example: if you want to reach males 18-24 for an electronics product, you can bias your campaign selections by choosing venues and markets that attract this demographic.

Geographic areas are: Nationwide, Multiple DMAs, Cities or States, and Zip Codes.

Selecting Your Target Audience by Geography

To select the geographic area for your audience:

  1. Click the radio button next to the desired geographic area. Choices are: Nationwide, Multiple DMAs, Cities or States, Zip Codes.

    If you select Nationwide- You can reach people throughout the United States and U.S. territories.
    If you select Multiple DMAs, Metropolitan Areas or States - You can reach people in the Designated Market Areas (DMAs), Census "Combined" Statistics and (Metros), and Top 20 Markets
    If you select ZIP Codes - You can reach people that reside within a specific Zip code or multiple Zip Codes.
    For Multiple DMAs, Cities, or States - Highlight the desired DMAs (cities) that will display in the Available column and click Select.

  2. For Zip Codes - Click the Zip Codes radio button and enter the desired Zip Code(s). Enter a space or comma between each Zip code.

Targeting Venues using Demographic Profiles

You can target the people who will see your campaign even more precisely by choosing specific demographic characteristics. Specifying a demographic profile helps SeeSaw Ads find the most appropriate venues. It also allows you to target venues that match your chosen demographic characteristics. For example: Men, 18-24. Or Women 30-44 with a household income of $75K-100K.

Note: The demographic characteristics checkbox is unchecked by default. In order to view the options, which are described below, select the checkbox and review the options before making your selections.

To select demographic characteristics of the audience you want to target:

  1. Click the Demographic Profile checkbox. Demographic profiles help prioritize signs based upon the user's preference, and the demographic profile of the traffic for those signs.
  2. Leave this checkbox unchecked if you do not want to target specific demographic characteristics.
  3. Check the checkboxes for the demographic characteristics you are most interested in with your campaign only. If this checkbox is selected, additional demographic characteristics can be selected, as shown below.

    4. Gender: Male, Female
    Age Range: 18-24, 25-34; 35-44; 45-54; 55-64, 65+

    Household Income:
    $15,000 to $25,000
    $25,000 to $40,000
    $40,000 to $60,000
    $60,000 to $75,000
    $75,000 to $100,000
    $100,000 to $150,000
    $150,000 to $200,000
    $200,000 Plus

    Ethnicity: Caucasian/White, African American/Black, Native American/American Indian, Asian/Pacific Islander, Hispanic.

    Tip: If you do not see the demographic(s) you want to target, click the Send Feedback button and select Product Idea. Your request will be sent to SeeSaw's Product Team.

  4. Select venues for your campaign. Venues may include coffee shops, drug stores, and malls among others, where you can expect to find your audience.

    Two columns are available: Available and Selected.

    Highlight and double-click the types of places in the Available column. You can either select several options at once, or, highlight the places that you want to appear in the Selected column. Use Select, Select All, Remove, Remove All buttons as needed. Use Remove or Remove All to remove places from the Selected box.
  5. Click Count Venues (optional) to recalculate the number of places that will be targeted in the upper-right section of the page.
  6. Click Save.
  7. Click Continue to proceed to the next page.