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  4. Audiences

Reach the right audience for your retail campaign

Your success depends on reaching the right customer

But it’s more than just reaching the right audience; you must do so in the right environments and at every point in your customer’s journey to purchase. Oracle Advertising provides you with a comprehensive view of your customers through online data, purchase-based data, contextual intelligence, and brand safety signals.

Whether you want to convert prospective shoppers into lifelong buyers, upsell current customers, or take share from competitors, we’ve got you covered to target the right people, no matter where they are in their buying process.

Oracle targeting tools

Retail purchase history

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

Browsing behavior

We collect interest and intent signals from 15 million websites and 100 billion data points per month, including search, page views, and price comparison.

Contextual intelligence

We crawl 15 billion web pages each month in more than 170 languages to improve content alignment and extend your reach into privacy-conscious environments.

Learn more about Oracle Contextual Intelligence

Advantages of Oracle Advertising

Tactics to help you reach the right customers across the entire 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 within highly relevant and trending content

Oracle Predicts (PDF) (part of Oracle Contextual Intelligence) segments dynamically place your brand at the center of the conversation through daily automated optimization, allowing you to expand your reach by aligning your creative with trending content in real time.

  • Target trending retail 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

There is no better predictor of future behavior than how a consumer has spent money in the past. Oracle Retail purchase-based audiences provide retail purchase histories. These audiences are built using actual consumer shopping behavior from offline retail spending sources, encompassing more than $5 trillion in observed annual consumer spending and more than 11 billion annual SKU-level transactions from more than 1,500 retailers.

  • By category
  • By brand

Onboard your first-party data for digital activation

Leverage your first-party data for your targeting strategy—reengage past customers, suppress your current shoppers, or segment different shopper personas to message to them differently. Your Oracle Advertising team can develop a strategy to include both first- and third-party audiences.

  • Category-level audiences
  • Custom retailer audiences

Awareness tactics to reach relevant, top-of-funnel consumers

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Segment customers based on various demographic attributes

Zero in on relevant buyers by targeting specific demographics, such as age, gender, and various financial attributes, in your campaigns. Oracle Audiences has demographics that are curated from the best available data sources, including the United States Census, registration and warranty information, public records, and browser language settings. Our demographic audience categories include:

  • Age
  • Education
  • Family composition
  • Financial attributes
  • Home attributes
  • Gender
  • Geographic location
  • Language

Connect with consumers as they read highly relevant content

Oracle Contextual Intelligence allows you to connect with customers by aligning your ad creative to their mindset and life moments, improving awareness in a relevant space. Tap into various curated and custom options tailored to your brand’s strategy, including:

  • Curated context segments across retail categories for a broader reach
  • Seasonal or tentpole event content alignment for relevancy
  • Curated dynamic segments to keep up with trending content
  • Custom segments to surround relevant content specific to your brand or strategy
  • Competitive content targeting to sway prospects

Leverage lifestyle audiences to engage with relevant people and tailor messaging

Use our digital, third-party audiences for a 360-degree customer view, including where they shop, what they buy, what websites they visit, their demographic and psychographic attributes, and more. Our named audience segments include:

  • Affluent baby boomers
  • Backyard farmers
  • Career-driven millennials
  • DIYers
  • Eco-friendly consumers
  • Fashionistas
  • Indulgent dog owners
  • Plant parents
  • Sports fans
  • Working-class parents
  • Yacht life
  • Young and hip

Find your audience based on proximity data

Have confidence that you are reaching people who have access to your retail locations, especially when driving in-store KPIs. Since many consumers shop close to where they live, you can easily target specific households within a certain radius of your retail location.

  • Hundreds of off-the-shelf retailers for turnkey targeting
  • Custom options available for a nuanced tactics

Interest and consideration tactics to reach active, mid-funnel consumers

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Leverage hobby and interest signals to find relevant audiences

Interest is demonstrated by online behavior, such as reading blog posts or conducting an online search, or by offline behavior, such as the past purchase of a related product or service. You can also create custom, third-party audience segments using keyword lists for more specific interest-based targets. Our hobby and interest digital audiences include:

  • Bargain hunting
  • Camping
  • Career improvement and advice
  • Gym exercise
  • Home appliances
  • Impulse buyers
  • Online dating
  • Photography
  • Remodeling and construction
  • Sweepstakes and contests
  • Winter sports

Deliver your messages within highly relevant content

With Oracle Contextual Intelligence, you can surround your ads within interest-based content to make your brand natively relevant to your consumer in real time. Be the first to grab your targets’ attention and reach them in ID-less environments. Our interest-based contextual segments include:

  • Career advice
  • Do-it-yourself videos
  • Fashion blogs
  • Gaming cheat codes
  • Hiking guides
  • Home and garden inspiration
  • Pet-training tips
  • Top gifts for the season
  • Workout programs

Connect with consumers at key life stages

Entering a new life stage typically means spending more across different retail segments. Leveraging digital audiences curated from both online and offline signals will help you identify and target consumers who spend and behave with traits specific to a major life event. Our life stage and event audience examples include:

  • Career changers
  • College life
  • Empty nesters
  • First-time homebuyers
  • Graduation
  • Just married
  • New movers
  • New parents
  • Newly engaged
  • Retirement

Reach online shoppers with ecommerce and direct-to-consumer audiences

With the rapid adoption of ecommerce and the growth of direct-to-consumer business models, you will need to continuously engage with fickle online shoppers for retention and new customers. Our online-based audiences and categories include:

  • D2C beauty buyers
  • Department store apps
  • Fashion and apparel buyers
  • Heavy online buyers
  • Home décor buyers
  • Online activewear high spenders
  • Online luxury cosmetics
  • Subscription services

Reach current and prospective customers with purchase-based audiences

With Oracle Contextual Intelligence, you can target consumers who made past purchases in your retail category several different ways. Customize your audiences to reach those who purchased within a specific dollar amount, made an online versus offline purchase, purchased within a certain timeframe, and more. Tailor the types of audiences you’d like to create with the following targeting tactics:

  • Find those who shop within your retail category for broad reach
  • Engage seasonal shoppers when they’re ready to purchase
  • Target lapsed buyers to increase your customer lifetime value
  • Reach shoppers who switch from brand to brand to retain shoppers
  • Gain share of voice by going after competitive retailer buyers

Find relevant customers based on retail app download data

Engage with individuals based on retail app downloads across various retailers and retail categories. Oracle has a variety of audience app categories to choose from, including:

  • Beauty and fragrance apps
  • Big box/mass market apps
  • Couponing apps
  • Discount stores apps
  • Ecommerce apps
  • Fashion and apparel apps
  • Home and garden apps
  • Office and tech store apps
  • Subscription services apps

Engage customers based on shopping style audiences

Reach target audiences who exhibit specific shopping styles based on actual consumer shopping behavior from offline retail spending sources. Examples of these digital audiences include:

  • Boutique stores
  • Deal seekers
  • Discount stores
  • Frequent shoppers
  • In-store shoppers
  • Likely-to-return purchasers
  • Luxury spenders
  • Mail order spenders
  • Online shoppers
  • Price conscious shoppers
  • Subscription

Active shopper tactics to help convert customers who are ready to buy

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Find customers who are actively in-market

Consumers demonstrate in-market intent by searching for a particular product, reading about product specifications, adding items to a shopping cart, placing bids in online auctions, requesting quotes for goods or services, and more. Here are some of our digital audience categories that capture that in-market intent:

  • Arts and crafts
  • Beauty products
  • Children’s products
  • Fashion and apparel
  • Gifts and party
  • Health and fitness
  • Home and garden
  • Outdoor gear
  • Sports equipment

Use visitation data to find potential customers

Leverage Oracle Advertising partnerships with location-based data providers to target people who have visited specific retailers or been to a particular retail location. Audiences are fully customizable by retailer and can be created with a variety of targeting tactics, including:

  • Entertainment venues
  • Frequent visitors
  • Holiday and seasonal
  • Lapsed visitors
  • Recent visitors
  • Restaurants
  • Retail brands
  • Retail categories
  • Travel and work

Reach current and prospective customers with purchase-based audiences

Engage with heavy and frequent consumers who are likely to actively shop based on past purchase behaviors, shopping events, and seasonality trends. Our purchase-based digital audience categories include:

  • Arts and crafts
  • Beauty and fragrance
  • Children's products
  • Direct-to-consumer
  • Fashion and apparel
  • Gifts and party buyers
  • Health and fitness buyers
  • Home and garden
  • Sports and outdoor gear

Deliver messaging in highly relevant content as users show intent

Be visible when your target audience displays in-market behaviors, such as researching needs that your product could fill or comparing product specifications to your competitors. Some of the in-market behaviors you can target with Oracle Contextual Intelligence include:

  • Crafting tips
  • Cosmetics reviews
  • Durable backpack rankings
  • Fitness gear reviews
  • Gift guides
  • Golf gear reviews
  • Home renovation blogs
  • High-waist jeans rankings
  • Top toys this season

Contact the Oracle Advertising Hotline to get started

Contact the Advertising Hotline