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  4. Audiences

Reach the right audience for your next consumer packaged goods (CPG) campaign

Reach the right CPG consumers

As a CPG marketer, you are dealing with increased competition and other challenges that go beyond not having your own first-party data and visibility into your distribution channels.

Oracle Advertising can help you stay competitive in this changing landscape. Whether you want to drive awareness, acquire more buyers, or get incremental sales from current buyers, we have the tools to help you target the right people, no matter where they are in their purchasing process.

CPG targeting tools

CPG purchase history

We collect UPC-level transaction data from more than 76 million households across the United States in order to create audiences that can be used to achieve nearly any campaign objective.

Retail purchase history

We compile offline and ecommerce-based retail spending data from more than 1,500 retailers, encompassing more than $5 trillion in annual consumer spending and more than 11 billion annual SKU-level transactions.

Contextual intelligence

Our monthly crawl of 15 billion web pages in more than 170 languages improves your content alignment and extends your reach into privacy-conscious environments.

Learn more about Oracle Contextual Intelligence

CPG Advantages of Oracle Advertising

  • Leverage our digital audiences built from Oracle’s propriety data spine for a comprehensive and interconnected view of consumers through offline and online purchases, demographics, auto registrations, and online behaviors.
  • Reach more of the people you want with fewer outdated and inaccurate IDs with Oracle ID Graph—comprised of 115M households and 220M US adults.
  • Activate Oracle Audiences and Contextual Intelligence nearly anywhere consumers engage digitally, thanks to our more than 200 integrations.
  • Capture attention anywhere by delivering your message alongside relevant, high-quality media with Oracle Contextual Intelligence segments.
  • Streamline your ad campaign strategy with one holistic technology partner for all your advertising solutions spanning audiences, context, and measurement.

CPG strategies to leverage across the marketing funnel

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Protect your brand from unsafe content

Brand safety is no small issue. Protecting consumer trust means protecting your brand from content that doesn’t align with its values. Engage customers at the right moment and on safe touchpoints with speed, scale, and control—all before bidding on inventory—using Oracle’s brand-safety solutions.

  • Industry-trusted brand-safety categories
  • Immediate brand protection
  • Unlimited custom-tailored brand suitability solutions
  • Transparent and measurable

Deliver messaging with highly relevant and trending content

Dynamically place your brand at the center of the conversation through daily automated optimization, aligning yourself with trending content to expand your reach and remain on target during your campaign.

  • Target trending CPG content
  • Drive on-target reach
  • Support evergreen, seasonal, or major brand tentpoles, such as trade shows
  • Find adjacent topics with daily optimization

Reach current and prospective customers with purchase-based audiences

Reach individuals based on actual purchase data. Oracle CPG purchase-based audiences provide retail purchase histories at the UPC-level across grocery, drug, club (store), dollar (store), mass merchandiser, and convenience.

  • Own-brand buyers
  • Category buyers
  • Adjacent category buyers
  • Competitive buyers
  • Lapsed buyers
  • New buyers

Find your desired audience through visitation data

Use location data to target or overlay buyers who shop at CPG retailers that carry your product. Not only can you target these shoppers based on where they go, but also on how recent, frequent, and long their visits are. Some stores include:

  • Big box stores
  • Convenience and drug stores
  • Club stores
  • Grocery stores
  • Organic and natural

Reach relevant CPG consumers at the top of the funnel

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Segment customers based on various demographic attributes

Target specific demographics, such as age, gender, and various financial attributes, to zero in on relevant buyers. Oracle Audiences has demographics curated from the best available data sources, including the United States Census, registration information, warranty cards, public records, browser language settings, and more. Our demographic audience categories include:

  • Age
  • Education
  • Gender
  • Geographic location
  • Homeowner status
  • Household composition
  • Income
  • Occupation
  • Presence of children

Reach buyers across all channels with CPG purchase-based audiences

Build awareness with future customers based on actual UPC-level purchase data from grocery, drug, club, dollar, mass-market, and convenience stores as well as ecommerce sites. Our CPG purchase-based audiences are built using 1:1 consumer shopping behavior from more than 76 million US households. Some examples include:

  • Frequent department store buyers
  • Adjacent category buyers
  • Competitive brand buyers
  • Parent brand buyers
  • Cross-shopped brands

Leverage lifestyle audiences to tailor messaging and engage with relevant people

Gain a customer 360 view, using digital, third-party audiences built from analyzing where people shop, what they buy, websites they visit, demographic and psychographic attributes, and more. Our named audience segments include:

  • Affluent baby boomers
  • Corporate executives
  • DIYers
  • Fashionistas
  • Foodies
  • Gadget geeks
  • Indie women
  • Sports fans
  • Young and hip

Connect with consumers as they read highly relevant content

Amplify your brand awareness efforts with content that reflects your values and aligns with your core customers’ values. Minimize media waste and capture your ideal audience. Examples include:

  • Brand sponsorships
  • Celebrity charitable causes
  • Charitable donations
  • Lifestyle moments
  • Curated CPG segments
  • Custom segments tailored to your brand
  • Competitor conquesting
  • Dynamic segments
  • Seasonal or tentpole alignment (cold/flu season or gift giving)

Interest and consideration tactics to reach consumers actively in the funnel

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Leverage hobby and interest signals to find relevant audiences

Use specific interest-based targets, based a person’s online or offline behavior to create custom, third-party audience segments using keywords. Examples of our hobby and interest digital audiences include:

  • Dog owner
  • Children’s product shoppers
  • Coupon shoppers
  • Fitness enthusiasts
  • Gardening
  • Home entertaining
  • Makeup and skincare
  • Nutrition
  • Outdoor lovers

Reach shoppers with CPG buy-style audiences

You can target consumers whose specific buying style aligns well with your product. These basket-profile audiences are the perfect complement to any brand or category-specific audience plan. Examples include:

  • Fresh and healthy
  • Gluten free
  • Home cooking and grilling
  • International cuisines
  • Natural living
  • Organic foods
  • Private label
  • Quick and easy
  • Vegetarian

Deliver your messaging in a highly relevant context

Make your brand more visible when a person is consuming content that aligns with your product, such as recipe searches or issues that your product could help resolve. Examples include:

  • Low-fat recipes
  • Potty training
  • Best facial creams
  • How to treat colds or allergies
  • Custom segments
  • Dynamic segments align to trending or seasonal content
  • Competitor conquesting

Reach current and prospective customers with CPG purchase-based audiences

Use relevant purchase data to reach individuals along their buyer journey. Oracle’s CPG purchase-built audiences are built using 1:1 consumer shopping behavior from more than 76 million US households. This data is collected at the UPC-level across different categories, including physical stores (grocery, drug, club, dollar, mass-market, and convenience) and ecommerce sites. Audience examples include:

  • Own-brand buyers
  • Competitive buyers
  • Lapsed buyers
  • Light/medium buyers
  • New brand buyers
  • Brand switchers

Active shopper tactics to encourage customers who are ready to buy

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Find your desired audience through visitation data

Use location data from our trusted location-based data providers to target or overlay buyers who shop at CPG retailers where your products are being carried. You can target these shoppers based on where they shop, how often they shop, and length of visit. Some CPG retailers include:

  • Big box stores
  • Club stores
  • Convenience stores
  • Drug stores
  • Grocery stores
  • Organic and natural stores

Reach buyers across all channels with CPG purchase-based audiences

Reach consumers who are likely ready to buy based on purchase data gathered from 1:1 consumer shopping behavior from more than 76 million US households. Some examples of how these buyers are categorized include:

  • Frequent category buyers
  • Frequent brand buyers
  • Seasonal buyers

Deliver your message in highly relevant content as consumers show intent

Reach consumers who are actively showing their intention to purchase in real time, through:

  • Branded sponsorships
  • Celebrity charitable causes
  • Charitable donations
  • Lifestyle moments
  • Reading menus, recipes, and reviews
  • How to and instructional videos

Engage frequent spenders with shops-at audiences

Use purchase data to find both known and likely frequent in-store or online shoppers by class of trade. These audiences can be used on their own or with alternative audience or contextual targeting solutions to reach relevant shoppers.

  • Frequent big box spenders
  • Frequent discount store spenders
  • Frequent drug store spenders
  • Health and beauty spenders
  • Online drug store shoppers
  • Online grocery shoppers
  • Online pet store shoppers
  • Frequent pet store spenders

Contact the Oracle Advertising Hotline to get started.