Demographic targeting focuses campaign delivery on users who share specific traits such as age, gender, household income, or marital status. Marketers apply these filters when success depends on clearly defined audience segments or when certain messages resonate more effectively with particular groups.
Opening the targeting page
How marketers open the Demographic page depends on whether targeting applies at the journey level or the tactic level. Learn both workflows here.
Configuring journey-levels settings
Choose this option to apply the same settings to all campaigns and tactics in the journey.
- Go the Journey Settings page.
- Click the Open Web & DOOH Targeting menu link.
- Click the Demographic tab.
To enable all segments, leave the box checked (default setting). To add custom settings, uncheck the All Demographics allowed box, expand a folder, and deselect the segments you want to exclude.
Configuring tactic-levels settings
- Open a campaign on the Canvas (new experience).
- Select a tactic.
- Click the Targeting tab.
- Scroll down to the Demographic tab
- Click the pencil icon to open a side panel.
Go to the side panel and uncheck the box to enable custom settings. Expand a folder and deselect the segments you want to exclude.
If you add tactic-level targeting, the platform moves the tab to the Custom targeting section of the page.
FAQs
What demographic traits are most common in campaigns?
Age, gender, household income, and marital status are the core traits. These traits support clear segmentation when creative or goals depend on well-defined groups.
How do demographic filters improve message relevance?
They ensure delivery reaches groups most likely to respond. This reduces wasted impressions and helps maintain consistent messaging across the journey.
When should marketers avoid strict demographic rules?
Strict rules may limit reach when awareness goals require broad exposure. Campaigns at the top of the funnel often benefit from lighter demographic filters.
How does demographic targeting support multi-step journeys?
Different tactics can use different demographic settings. This allows a journey to guide users with tailored messages at each stage.
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