Contextual Audience

Introduction

If we go back to the fundamentals of consumr.ai, the purpose of building this platform was to:

1. Create a consumer intelligence platform that taps into real time data frequently and draws a map of consumer journey for the brand to understand the moving landscape of consumers across any significant market.

2. Make the data drawn out by the intelligence created by consumr.ai, actionable and usable.

Going with that philosophy, the idea was to wire up the platform in a way that the learning from these insights can be used across platforms. At first, we were able to build interoperability across audience platforms. This means that users were able to build campaigns for TikTok by learning from insights drawn from Meta audience and vice versa. The same capability was passed on across all other audience platforms that consumr.ai serviced.

As a second step, we wanted to wire our platform cross modules to build interoperability. Contextual audience is a step in that direction. The question was, can we learn from insights that were created based on keywords as an input (like intent and mentions insights)? In this guide, we will share how to create a Contextual Audience.

How to get there?

There are two ways you can get there like any other campaign. The first way is through an insight.

Through an insight: when you open an insight at the bottom you will see a create draft campaign button. You can click it to create a campaign.

From global navigation: When you use the global navigation at the top of your screen, as shown in the screenshot, you can select the third column to click on Activate Insights for an organization and portfolio you want to be in and go on to create a campaign.

3 Types of inputs

To create a behavior report, you will need to select a first-party look-alike audience or a third-party interest. When creating a new campaign, select Meta as a platform. This feature is only available for Meta as of now. In Campaign Type, select Contextual Audience and click the button "Setup".

To create an intent report, you will need to select a keyword or a URL. Similarly, to create a contextual audience campaign, you can select three types of inputs.

1. An Intent report

2. A Mentions report

3. A third-party interest

Intent Insight & Mentions insight

The modal will take you to the presets step, where you can leave the first checkbox, “Create using interests” and move to the second component in the form. The country drop-down will filter the next drop-down “Select Insight” with insights for the US market. It will help reduce the noise, if there are too many reports created.

In Select Insights, you will be able to see intent and mentions insights. You can only select one type of report. Based on the report you select; your campaign will be auto-named. You will have the provision to change the name by clicking the edit button.

Since you will be creating a Meta audience campaign using an intent or mentions insight, you will be posed with two options. To create a thematic campaign or a standard campaign. To know how to create it, you can continue reading the instructions to create a behavior campaign.

A third-party interest

This is a slightly unusual way of creating a campaign. To explain this better, let us look at a normal workflow of how a regular meta-audience campaign is created using a behavior insight.

1. The user selects a third-party interest to create a behavior report.

2. consumr.ai uses the singular interest that the user had selected and comes up with the top 15 global cohorts that have a high efficiency score (a composition of reach score and uniqueness score).

3. When creating a campaign, these 15 cohorts are then used to cluster the top market-specific interests.

4. When activated, these specific interests are then pushed as the final targeting into the media platform.

In the case of a contextual audience campaign, using a third-party interest, consumr.ai skips creating an insight. Instead of using the 15 top cohorts, it just uses the third-party interest and picks up the top market-specific interests that have a high efficiency score as against the one selected interest. Hence, it is called a contextual campaign.

The remaining steps are the same as of creating a meta-audience campaign. To read further on how to create a meta-audience campaign, please continue reading here.