What are Nielsen Audience Segments?
Nielsen Audience Segments is a turn-key data solution that provides comprehensive audience profiles and powers next-generation campaign targeting by combining Nielsen's proprietary data with data from our trusted providers.
Nielsen Data sets include demographic, psychographic, behavioral, purchase-based, and media consumption information.
Acast combines its first-party data with Nielsen Audience Segments to offer curated data-driven audiences for advertisers to target.
How to use Audience Segments?
Audience segments are located in the 'Optional targeting' of the campaign creation page and are currently available for the US, Canada and Australia.
You can use the dropdown menu to select the relevant audience to narrow your targeting or search for the audience you're looking to target.
How many Audience Segments should you select?
Acast recommends selecting 2-3 audience segments. These targeting capabilities are fairly specific, so you'll want to choose the audience segments that are the most relevant to your target audience.
How much do they cost to use?
Audience segments add 25% to your CPM.
Take me to:
US Audience Segments
Audience segment | Description |
Alcoholic Beverage Shoppers | Consumers who have recently visited retail stores selling alcoholic beverages |
Auto Intenders / Owners | Consumers who intend to purchase, or have recently purchased automobiles. |
Banking Services Visitors | Consumers who have recently visited retail banking services. |
Beauty & Style | Consumers interested in beauty and style, cosmetics, fashion, and jewelry-related content, products, or active purchasers. |
Black Friday/Cyber Monday Shoppers | Seasonal segments based on users who have exhibited a high propensity to purchase in their respective retailer category via catalog, store, or online. |
Business Leaders | Consumers of top financial and business-related content including small businesses, entrepreneurs, investing/stocks, careers, leadership, and technology. Found at leading nationally branded small business finance publications, financial news, and business community sites |
Cord Cutters | Consumers who reduce the amount of time they watch TV or drop their digital TV subscriptions altogether and move to viewing video online. |
Credit Card Seekers | Consumers who intend to purchase credit cards. |
Dads | Made up of the following segments: Life Style - With Children & Parenting & Gender: Male |
Entertainment Seekers | Consumers interested in entertainment products, hobbies, and nightlife. |
Entrepreneurs | Made up of the following segments: Finance - Small Business & Age: 25-34 |
Event Attendees | Consumers who are interested in attending local events and/or shopping. |
Fast Food Consumers | Consumers with purchase behavior for fast food.
Based on consumer spending behavior within various categories derived from billions of transactions and subscription data. |
Finance & Investing | Comprised of strong financial indicators all validated by at least two 3rd-party sources such as U.S. Census, public record housing & deeds, summarized credit sources (estimations from modeled credit data), and credit header sources permissible for marketing use. |
Health & Fitness | Consumers who are interested in products and content relating to health & fitness. |
Health Insurance Seekers | Consumers who intend to purchase health insurance.
Based on consumer spending behavior within various categories derived from billions of transactions and subscription data. |
High-Income Earners | Consumers that have high incomes. |
Higher Education | Consumers that are educated at a higher education level or above. |
Home Improvement (DIY) | Consumers who are interested in home improvement and DIY products and/or content. |
Home Owners | Consumers that are homeowners, and/or have a mortgage. |
Life events | Consumers engaged in content or who previously purchased a product/service related to life events or special occasions such as birthdays, anniversaries, new movers, weddings & engagements, and baby showers. |
Moms | Made up of the following segments: Gender: Female & Parenting & Life Style - With Children |
Mortgage Seekers | Consumers who intend to purchase a mortgage. |
Moviegoers | Consumers who regularly visit the movie theatres. |
Online Shoppers | Consumers who regularly purchase products/services online. |
Parents | Based on the segment Parenting & Lifestyle - with Children |
Pet Owners | Consumers who are interested in content relating to pets, and/or recently purchased products/services relating to pets. |
Restaurant Visitors (Dining Out) | Consumers who have recently visited a restaurant.
Based on point of interest data collected from location data providers who capture app location user data. |
Retail Store Shoppers | Consumers who have recently visited a retail store.
Based on point of interest data collected from location data providers who capture app location user data. |
Rural Dwellers | People who live in rural areas.
Lifestyle attributes, home ownership/rental, household income, and neighborhood type based on census-level consumer segmentation data. |
Social Influencers | Active online bloggers and social site visitors |
Sports Fans | Consumers who are interested in content relating to sports, and/or recently purchased products/services relating to sports. |
Summer Holiday Shoppers | Seasonal segments based on users who have exhibited a high propensity to purchase in their respective retailer category via catalog, store or online. |
Tech Enthusiasts | Consumers who are interested in content relating to technology, and/or recently purchased products/services relating to technology. |
Travelers | Consumers who are interested in traveling and/or engaging in traveling-related content.
Based on consumer spending behavior within various categories derived from billions of transactions and subscription data. |
TV Subscribers | Consumers who have existing subscriptions to TV services and streaming services. |
Urban/Suburban Dwellers | People who live in urban or suburban areas.
Lifestyle attributes, home ownership/rental, household income, and neighborhood type based on census-level consumer segmentation data. |
Vehicle Insurance Seekers | Consumers who intend to purchase vehicle insurance. |
Video Gamers | Consumers viewing gaming content, engaged in content, or who previously purchased a gaming-related product/ service.
Derived from both online browsing behavior as well as offline data such as past purchase transactions, catalog subscriptions, + more. |
Winter Holiday Shoppers | Seasonal segments based on users who have exhibited a high propensity to purchase in their respective retailer category via catalog, store or online. |
Canadian Audience Segments
Audience segment | Description |
Automobile purchase intent | Consumers who intend to purchase automobiles. |
Baby Boomers | Consumers that belong to the Baby Boomer Generation born from 1946 to 1964. |
Cannabis product purchase intent | Consumers who have displayed online and/or offline behavior indicating they are interested in legal cannabis products. |
English-speakers | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they speak English. |
Expecting Parents | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they are expecting parents. |
Financial Products/Services purchase intent | Consumers who are expressed interested in purchasing financial products and/or services |
French-speakers | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they speak French. |
Homeowners | Users who own their own home and/or have a mortgage. |
Income Level - $150,000+ | Users who has an income level of above $150,000 |
Income Level - $60,000 - $74,999 | Users who have an income level between $60,000-$74,999 |
Income Level - $75,000 - $99,999 | Users who have an income level between $75,000 - $99,999 |
Income Level - $75,000+ | Users who have an income level above $75,000 |
Millennials | Users who belong to the Millennial Generation born between 1981 and 1996 |
Moms | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they are mothers. |
Non-parents | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they don't have children. |
Parents | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they have children. |
Post-secondary Educated | Users who are educated beyond the secondary level. |
Recently engaged | Users who have recently become engaged. |
Secondary Educated | Users who are at least educated to a secondary level. |
Single | Users who have displayed online and/or offline behavior indicating they are single. |
Sporting Goods purchase intent | Consumers who have displayed online and/or offline behavior indicating they are interested in purchasing sporting goods products. |
Students | Users who have displayed online and/or offline behavior indicating they are students. |
Technology purchase intent | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they are interested in purchasing technology. |
Travel purchase intent | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they are interested in various travel and tourism. |
Works in a Small/Medium Business | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in a small or medium business. |
Works in Automotive & Aviation | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in automotive & aviation. |
Works in Business | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in business. |
Works in Chemicals & Materials | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in chemicals & materials. |
Works in Civic Services | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in civic services. |
Works in Distribution & Logistics | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in distribution & logistics. |
Works in Education | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in education. |
Works in Energy | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in energy. |
Works in Engineering & Construction | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in engineering & construction. |
Works in Farming & Agriculture | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in farming & agriculture. |
Works in Finance | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in finance. |
Works in Government & Military | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in the government & military. |
Works in Hospitality | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in hospitality. |
Works in Industrial Equipment | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in industrial equipment. |
Works in Large Enterprise | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in large enterprises. |
Works in Legal | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in legal. |
Works in Manufacturing | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in manufacturing. |
Works in Marketing | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in marketing. |
Works in Medicine & Pharmaceuticals | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in medicine & pharmaceuticals. |
Works in Metals & Mining | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in metals & mining. |
Works in Publishing | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in publishing. |
Works in Retail | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in retail. |
Works in Transportation | This segment is composed of users in Canada who have displayed online and/or offline behavior indicating they work in transportation. |
AU Audience Segments
Audience segment | Description |
Auto Intenders / Owners | Consumers who intend to purchase, or have recently purchased automobiles. |
Business Leaders | Consumers of top financial and business-related content including small businesses, entrepreneurs, investing/stocks, careers, leadership, and technology. Found at leading nationally branded small business finance publications, financial news, and business community sites |
Credit Card Seekers | Consumers who intend to purchase credit cards. |
Fast Food Consumers | Consumers with purchase behavior for fast food.
Based on consumer spending behavior within various categories derived from billions of transactions and subscription data. |
Health & Fitness | Consumers who are interested in products and content relating to health & fitness. |
High-Income Earners | Consumers that have high incomes. |
Higher Education | Consumers that are educated at a higher education level or above. |
Home Owners | Consumers that are homeowners, and/or have a mortgage. |
Moviegoers | Consumers who regularly visit the movie theatres. |
Parents | Based on the segment Parenting & Lifestyle - with Children |
Pet Owners | Consumers who are interested in content relating to pets, and/or recently purchased products/services relating to pets. |
Sports Fans | Consumers who are interested in content relating to sports, and/or recently purchased products/services relating to sports. |
Tech Enthusiasts | Consumers who are interested in content relating to technology, and/or recently purchased products/services relating to technology. |
Travelers | Consumers who are interested in traveling and/or engaging in traveling-related content.
Based on consumer spending behavior within various categories derived from billions of transactions and subscription data. |
TV Subscribers | Consumers who have existing subscriptions to TV services and streaming services. |
How does it work?
Here's a step-by-step guide to how audience segment targeting works when advertising with Acast:
Acast IPs - We pass our listenership IP addresses to Nielsen
Nielsen Matching process - Acast IPs are matched to Nielsen IPs
Analyze behaviors - Online behaviors and interests mapped from listener IPs
Audience segments - Data-driven audience segments are created for advertiser targeting
What Data Makes Up Our Audience Segments?
THIRD-PARTY SOURCES VIA
BEHAVIORAL DATA
Which websites our audiences are visiting most
What time of day are they most active
If they have been looking at comparison websites etc
PANELISTS & CONSENSUS
Answers are collected from panelists to create an AI-driven prediction model that can be applied to other profiles and deliver scale
INTENT DATA
Credit card purchase data
Digital subscriptions (e.g. product release)
‘Out of Home’ tracking (e.g. retail proximity)
Why are they not available everywhere?
Due to privacy laws and regulations, Acast can only offer Audience segments in some select markets:
United States
Canada
Australia