Yet Another Millennial Marketing Story

Over 85% of Millennials Have a Smartphone

How Smart Zones is Driving Accurate Cross-Device Reach

Schools out and “summer Fridays” have begun. For advertisers, it’s a key time for millennial marketing while they pack into Starbucks and hit the malls.

But before you kick off your advertising, you’ll need to take careful aim and utilize tools that can effectively identify this audience, and accurately reach the 85% of millennials who have a smartphone or mobile device.

Smart Zones—your one stop audience targeting platform, is unique in its ability to drive qualified targeting based on the multi-dimensional profiles of any audience.

Smart Zones is the only solution giving you 100% reach to all internet-enabled devices without the use of cookies or any inferred audience segmentation. What this means is no more targeting based on blind segmentation schemes and “right brain” descriptors like “urbanized social engaged millennials.”

With Smart Zones, you can build an online audience for targeting based on real people who have done real things. You can target them on the job, at a coffee shop or conference center, and of course at home, knowing where they are, the device type they are using, and in the context of the media they are most likely to consume.

Smart Zones offers FREE audience onboarding. It has device and Wi-Fi targeting built-in, as well as over 750 publicly available attribute selections for refining your audience. And with Smart Zones’ Media Zones feature, you’ll be able to optimize a campaign with an audience’s preferred media categories, ad sizes, time of day and day of week—all before the first impression is served.

Use Case

A leading retailer of footwear, apparel and accessories engaged Semcasting looking to promote their summer and fall lines to high school and college students. Their plan was to begin nationwide promotions by June in the hope of capturing the full attention of back-to-school shoppers.

Using the Smart Zones audience targeting platform, a display and mobile audience was created and matched against the appropriate mix of family composition (e.g., age, location, device preference and income) in the trade areas of the retail storefronts. In addition, there was special emphasis to target the Wi-Fi hotspots of nearby Starbucks and the mall locations of the stores.

With Smart Zones not relying on cookies, inferred data or tracking of any kind, nearly 100 percent of the qualified audience was able to be addressed with custom-tailored messaging to their mobile devices and home addresses.

Visit our Consumers Zones page to learn more.