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Oracle Audiences

Reach your most relevant buyers with the highest propensity to buy your products or services. Oracle Audiences has built and acquired the most accurate audience datasets, constantly curated to ensure relevancy and scale, so you can deliver effective global advertising campaigns and increase customer acquisitions. Our privacy-centric approach has security and compliance at its core, while deploying these audience segments throughout the digital ecosystem, reaching relevant viewers wherever else they choose to engage online.

Utilize past and current trends to drive revenue this holiday season

Dive into last year’s retail sales performance, then analyze the current consumer atmosphere to home in on customer winning targeting tactics this holiday season.

Engage Black Friday shoppers early and online

Take a look at key trends and targeting recommendations that capture consumers' attention during the biggest shopping event of the year.

Explore Oracle Audiences

Oracle’s first-party audiences

Onboard your customer data

Easily create custom digital audiences, get in-depth insights about your customers, and save time by sending your first-party audiences to a broad range of digital channels. This all can be done within one easy-to-use platform—Oracle OnRamp.

Increase your connectivity

With the help of Oracle ID Graph, you can link individuals within your customer file to Oracle’s depth and breadth of identity data, unifying digital identities and discarding false linkages. The result is an accurate digital audience that reaches across platforms, including DSPs, social media platforms, connected TV, streaming audio services, and more.

Expand your audience with custom-modeled audiences

Oracle’s customized look-alike audiences will help you find new customers who look, act, and spend like your best customers. Our technology uses holistic data points, such as demographics, lifestyle choices, and purchase habits, to determine who your customers are—and who they are not—from a variety of angles. We then score your customer data against the entire United States population to identify important attributes and the people who fit within them, building you a custom third-party audience with both precision and reach.

Oracle’s third-party audiences

Audiences by Oracle

Customize audiences or activate any of the more than 4,000 syndicated audiences by Oracle that include a range of demographic and lifestyle segments to deliver more sophisticated targeting, such as purchase-based targeting solutions. We can help you reach customers and prospects at any buyer journey stage with highly relevant, privacy-centric targeting solutions. Below are a few examples of the audience targeting types available to help you achieve your ad campaign goals:

Business to business

Oracle’s business-to-business audiences include some of the most significant professional demographic and firmographic data assets. These curated audiences are built from attributes, such as company size, sales volume, company age, industry, job function, and management level.

Demographics

Oracle's demographic audiences source the best online and offline data based on attributes, such as age, gender, and household composition. Audience sources include the US census, vehicle registration information, public records, surveys, deeds, and more.

In-market

Reach consumers actively searching for products online through product review pages, comparison sites, online product configuration tools, and online searches. Popular in-market audience categories include auto, real estate, technology, and travel.

Life stages

Reach consumers who are in specific life stages or life events, such as college graduation, new parents, and recently married. These life stages are curated from online and offline data sources, including consumer purchases, public records, registration data, surveys, online search, and browsing data.

Lifestyle

Oracle lifestyle targeting finds audiences based on their daily activities and purchase behavior. These can range from food lovers and fashionistas to soccer parents and outdoor enthusiasts. These audiences are built and maintained using data about where consumers shop, how they shop, what the purchase, the websites they visit, along with demographic and psychographic attributes.

Proximity

Reach people who live within a certain range of retailers, places of business, attractions, and more. Oracle proximity audiences are sourced from known offline addresses and merchant locations.

Purchase based

Engage customers based on their shopping behavior. These modeled audiences are built using purchase data from industries, such as consumer packaged goods (CPG), retail, restaurants, entertainment, and more. They include where consumers visit, how often they shop, how much they spend, and the products purchased. You can use purchase-based audiences to reach your brand buyers, competitive buyers, new or lapsed buyers, frequent shoppers, brand switchers, and high spenders.

Seasonal

'Tis the season to reach holiday and seasonal audiences. Oracle's seasonal audiences source offline and ecommerce-observed consumer spending from online behaviors, such as visiting holiday/seasonal webpages, and from UPC and SKU-level transactions during a specific timeframe.

Custom

Leverage our vast data assets to build custom audiences specific to your targeting needs and KPIs.

Premier branded audiences

To ensure advertisers have access to every data signal available online, our Premier Branded Audiences source the highest quality, most trusted, and privacy-centric third-party audiences available. Our partnerships span more than 75 providers, plus a select group of 18 premier data providers.

Available channels

Consumers are not only more digitally connected through smartphones, laptops, gaming devices, and TVs, they also seamlessly bounce across devices, media formats, and platforms throughout their day. With Oracle Audiences, you can develop a cohesive audience strategy that is portable across platforms and allows you to find your intended audience wherever they engage online.

Demand-side platforms (DSPs)

Use a demand-side platform (DSP) to activate Oracle Audiences and expand your reach. Our audience segments are available on all major DSPs, such as Amazon DSP, Google, MediaMath, The Trade Desk, and Xandr.

Social platforms

Capture the attention of a highly engaged and logged-in user base across social platforms, including Facebook, Pinterest, Snapchat, and Twitter. Oracle’s audiences, particularly those built from purchase data and other offline signals, compliments the native targeting signals available on these platforms.

Retail media

Convert more lower-funnel audiences and make sure your product ends up in shopping carts. Engage relevant consumers who are likely to buy on some of the largest ecommerce platforms, such as Amazon and other major retail media networks operating through DSP partnerships. Oracle’s purchase-based and in-market audiences complement your targeting solutions.

Streaming audio

Engage your audience as they listen to their favorite music and podcasts on platforms, such as Pandora and Spotify.

TV—addressable

Segment TV viewers into linear or video-on-demand (VOD) using cable, satellite, and set-top boxes to target different households. Avoid wasted media spend and increase ad relevancy for engaged TV viewers through partnerships with DirecTV or Dish.

TV—connected (CTV)

Explore one of the fastest-growing platforms, connected TV, with a fully immersive ad experience. Oracle Audiences helps you deliver ads to your most valued customers and prospects on Hulu, Amazon Fire TV, Roku, and more.

Industry-specific audiences

Every industry has a unique market dynamic, business objective, and set of goals that they try to reach through advertising. Oracle Advertising has developed a suite of targeting solutions to deliver on these needs, and it’s available to activate across all channels where you run digital media.

Automotive

Engage in-market automobile shoppers. Oracle Advertising has the audience segments needed to engage the right person at the right time, including those searching for a new vehicle, current customers, and competitors' customers—all by make and model.

Beverage

Use our beverage-centric target audiences to drive incremental sales, reach competitor’s customers, recapture lapsed shoppers, and drive new product trials. From sports bars to home bars, Oracle’s purchase-based modeled audiences are 8X more likely to reach buyers than the national baseline.

Consumer packaged goods (CPG)

Drive incremental sales, convert buyers of competitive brands, recapture lapsed shoppers, increase household penetration, and drive trials of new products through various CPG audience solutions. In addition to purchase-based audiences, such as brand and category buyers, you can utilize complimentary targeting solutions such as demographic, life stage, lifestyle, and seasonal audiences.

Media and entertainment

Reach your target audience as they consume content across multiple devices. Oracle offers a host of segments, including gaming, podcasting, and CTV viewership by program and/or latest theatrical blockbuster releases. Target by interest, device ownership, proximity, purchase behavior, and more.

Restaurants

Reach frequent or heavy restaurant spenders by different cuisine types, based on their prior purchases. You can also reach households near dining establishments or specific chain locations. Additional targeting solutions allow you to engage with families who have meal kit subscriptions, order take out frequently, or cook various cuisines at home.

Retail

Oracle purchase-based retail audiences are built from multiple data sources. These include SKU-level offline and ecommerce transaction data from more than 500 retailers and trip-level spend data from more than 50,000 merchants. Target frequent shoppers or high spenders by category or onboard your first-party data to reach existing customers and build spend-a-like models to acquire new customers. Additional audiences frequently used by retailers include lifestyle, life stage, proximity, and seasonal audiences.

Technology and telecommunications

Use Oracle Audience solutions to reach consumers in-market for new phones, computers, home electronics, and more. Leverage lapsed buyer audience segments to find those ready for their next upgrade or tap into other audiences, including cord-cutters, device ownership, and switching propensity.

Seasonal audience planning

While many audience targeting approaches can be effective year-round, you may have better results by leveraging specific audience segments built for seasonal events.

New Year/ New You

Capture people as they focus on self-improvement and shift into a healthy “new year/new you” mindset. Whether you’re looking for audiences who are joining a gym, eating healthy, or planning a mid-winter beach vacation, you can reach the right people with your digital advertising campaigns.

Valentine's Day

Whether you’re looking for frequent jewelry buyers, chocoholics, or flower delivery devotees, we have the audience segment that can meet your targeting needs for Valentine’s Day.

Mother's Day

Greeting card buyers and frequent brunch diners are popular audiences to engage during Mother's Day. Other targeting options include lifestyle/life stage audiences and demographic segments that help reach those who are looking to celebrate the moms in their life.

Father's Day

Utilize purchase-based audiences to attract and engage outdoor enthusiasts, sports fans, gamers, or barbecue lovers. Greeting card buyers and other lifestyle audiences can help you reach those likely to be shopping for Father’s Day gifts.

Summer Travel

Capture in-market travelers as they plan their spring and summer vacations. Reach potential customers as they migrate from awareness and consideration to buying airfare, hotels, and/or rental cars. Past purchase travel data can also help you tap into those audiences who make similar trips every year.

Back to School

Prepare for that back-to-school shopping surge with the right audience segments. A variety of categories ranging from school lunch supplies, clothing, technology, and others are available. We can help you capture the attentions of those shoppers and the brands they visit to ensure your products are added to the school shopping list.

Black Friday & Cyber Monday

Kick-off the holiday shopping season with purchase-based audience segments built to meet the shopping preference of your targeted consumer, no matter if they shop offline or online.

Holiday

Reach holiday shoppers early as you plan for the gift-giving and shopping season. From heavy buyer audiences to last-minute deal shoppers, take advantage of Oracle's audience segments to target shoppers along their purchase journey, building awareness and product consideration.

La-Z-Boy logo

How Oracle Data Cloud helps La-Z-Boy understand their customers’ needs on a deeper level

From identifying the types of customers who are most interested in La-Z-Boy’s products to understanding when buyers are in-market for furniture, Oracle Data Cloud helps La-Z-Boy grow their brand.

Oracle Audiences key benefits

  • Increase awareness and efficiency

    Increase brand awareness and campaign efficiency through purchase-based audiences.

    One company tells their story (PDF)

  • Drive conversions and campaign success

    Bring precision and accuracy to your campaign so you can zero in on relevant buyers and convert them into customers.

    One company shares their results (PDF)

  • Maximize leads with in-market audiences

    With Oracle’s in-market audiences ensure ads reach high-value prospects—reducing cost-per-lead and increasing click-through rates.

    See one company’s results (PDF)

FEBRUARY 3, 2022

Heavy buyer audiences: 3 reasons to include top spenders in every ad campaign

It can be a challenge to determine which target audience will deliver the biggest results, but one strategy consistently drives measurable outcomes—targeting heavy buyers. Heavy buyer audiences—the customers who routinely spend the most in any product category—are a key tool to reaching your primary KPIs and increasing revenue gains. Why? Here are the top three reasons.

Read the complete post

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