Getting Started
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Hi everyone.
In this short video, I’ll show you how to use Claritas segmentation inside the AdOmni platform to make your campaigns more targeted and effective.
If you’re new to Claritas, you might be wondering what exactly is it?
Well, it’s a data company specializing in audience segmentation and consumer insights.
So Claritas helps you understand, identify, and target who your ideal audience really is based on their lifestyle interests and behaviors.
When you use Claritas and A, you can target screens that over index towards your ideal audience, helping your media spend work smarter, not harder.
Once you’re in a campaign, whether it’s a new one or one you’ve already started, you’ll automatically land on this tab, the geo-targeting tab.
To get to your audience, you wanna click the target audience tab.
On the left hand side, you’re gonna see the three Claritas segment categories, Claritas Connections, Claritas Prism, and Claritas Cycle each have different audiences.
Claritas Connections Segment focuses on technology, technology, adoption
and usage, grouping consumers by their digital behaviors, device ownership and attitudes towards technology.
Clar Claritas Prism
classifies us households into distinct lifestyle segments based on demographics, consumer behavior, and geographic data.
And Claritas cycle segments, households based on financial behaviors, attitudes such as investment habits, spending and affluence.
It’s particularly useful for financial services and luxury brands.
So you can select from each individually or you can type in key words to find specific ones.
So for example, say you’re an entertainment client looking to reach families who enjoy visiting theme parks.
Just go ahead and start typing kids into the search part.
You’re gonna see options like kids in cul-de-sacs, which we have clicked, and Kids on the Grid and kids on keyboards.
Once you select something, it’s gonna come up automatically on the right hand side to deselect it.
Just hit the exit button.
Always remember to scroll up and save before leaving.
You probably noticed as we started to go through this that there are tons of strange names on each of these different Claritas segments.
You go ahead and erase kids and you can see Power couples, golden Angels, savvy Savers.
So what do those really mean?
If you’re confused on one or not show sure even where to start.
You can always ask Gene ai.
So a quick reminder, gene AI is our campaign planning Companion in Adopt,
and you can feel free to use Gene to build strategies, ask questions, or fully build your campaign. But in this Example, we’re going to see what Claritas segments by category that Gene can recommend.
You can find Gene on your top, at the top of your screen on your navigation bar.
Just click Gene to open it and make sure again, you’re saving your campaign before leaving.
So I’m gonna go ahead and open Gene and click into Gene.
In this example we’re going to understand, um, what Claritas segments are best for diners.
So I’ll go ahead and add my question into Gene and wait for Gene to respond.
So after processing, gene will display recommendation for Claritas segments.
We’ll see pools and patios score 92 Bright Lights, little City score 88 cla.
These are called index scores.
So Claritas segments will include that index score, which indicates how well a particular audience segment matches your target traits or campaign criteria.
A score of a hundred means the audience is present at the national average.
A score above a hundred means the audience is more concentrated in that area or on that screen than average.
While a score below a hundred means that the audience is less concentrated than average.
So the higher the score, the stronger the alignment.
These scores are calculated based on several factors such as demographics, lifestyle traits, tech media use, shopping and dining habits.
Uh, so Claritas scores really help you identify the best fit audience segment for your campaign.
They’re also a really practical way to prioritize which segment to target based on how closely they match your desired traits.
Gene will also suggest venue types and short explanations about why those segments were chosen and how they’re useful.
The scores will just help you provide quick or quickly identify which screens best reach your target audience, making your campaign more focused and effective.