Retargeting to the audio audience
You can accumulate an audience of users who have listened to audio from your display campaign and then use it to configure retargeting.
How to gather an audio audience
When you create or edit a group of audio ads, select the events that interest you in Gather audience by completion rate:
- Completed 25%, 50%, or 75%
- Completed 100%
A separate “Audio in Yandex.Direct” type of segment is created automatically for each event in Yandex.Audience under the account hosting the Yandex.Direct campaign. The segment name contains the campaign details and event type. The segment will accumulate users with the event for at least one ad from the ad group.
For example, you may want to select users who only listened to part of an audio ad. Select the “Displayed” and “100% completion” events. Two segments will be created in Yandex.Audience. When configuring retargeting lists, target a segment of users who started listening to the audio, and use a negative criteria to exclude those who listened to the entire audio ad.
After the advertising campaign starts, the audience starts accumulating. This usually takes some time. You can use a segment for retargeting if its coverage has reached 1000 anonymous identifiers. The segment is assigned the “Ready” status in Yandex.Audience.
You can set up your audience accumulation at any time, even if the campaign has already started. In this case, the segment will include users for whom the selected event occurred no more than 30 days ago.
To stop accumulating the audience, disable events in your ad group settings. The segment for this event will no longer be updated in Yandex.Audience, and its status will change to “Paused”.
Ways to work with the audience
You can use your audio audience for configuring user profiles (in display campaigns), retargeting lists (in contextual ad campaigns), or bid adjustments. This will allow you to build communication strategies of any complexity.
- Serve ads to a loyal audience
Show ads to users who listened to audio ads. Such users are already familiar with your brand, they are more loyal to the advertised products and services, and are more likely to make a purchase.
- Mix and match the segments to create unique impression criteria
Combine segments of users who listened to the audio with other segments to achieve complex impression criteria. But keep in mind that targeting an overly narrow audience will reduce the reach of your campaign.
For example, you can combine a segment of those who listened to your audio with a segment based on location data. This way you can identify users who have seen the ad and are currently located near your store.
- Find a new audience
Select a new audience that is not familiar with your brand yet.
For example, you can set a negative criteria for those who have listened to your audio ad and visited your site.