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CHICAGO — Circana LLC is enhancing its audience targeting capabilities, moving beyond traditional purchase-based methods to incorporate a broader range of deterministic data insights. The company’s latest approach integrates consumer behaviors, including streaming preferences, dining habits, and intent signals, providing brands with more precise and effective ways to connect with their target audiences.
"As audience targeting evolves, marketers face increasing challenges in effectively reaching consumers," said Jen Gold, senior vice president of Agency and Distribution Partnerships at Circana. "With shifting shopping behaviors, stricter privacy regulations, and a fragmented media landscape, brands must adopt smarter strategies. Our new solutions address key challenges, such as identifying high-intent shoppers, maintaining engagement without ad fatigue, and balancing personalization with privacy concerns. By leveraging advanced data insights, we enable brands to engage consumers in meaningful, compliant, and impactful ways."
Circana’s expanded offerings include:
- Circana® Subscription Video on Demand (SVOD) Audiences: Target households based on streaming behaviors across platforms like Netflix, Amazon Prime Video, Hulu and Disney+. With more than 90 dimensions, Circana’s SVOD Audiences enable brands to reach consumers based on genre preferences, franchises, series and specific titles.
- Circana Foodservice Audiences: Engage households based on their away-from-home eating behaviors, covering over 100 dimensions across quick-serve and full-service restaurants, retail foodservice, and non-commercial foodservice.
- Circana In-Market Audiences: Identify and target in-market invisibles, high-value customers who are difficult to spot but ready to buy, through Circana’s partnership with Predactiv (FKA ShareThis). These audiences use AI-driven, short-term interest signals derived from observed online behavior to predict purchase intent within the next 30-60 days, enabling brands to act quickly and efficiently.
Through its Complete Audiences framework, Circana ensures that brands maximize media spend by focusing on both immediate conversion and sustained long-term growth. The solution offers:
- Precise, Predictive Power: Circana’s Complete Audiences are based on deterministic data, enabling brands to reach consumers who are not only likely to convert but who also engage in behaviors that show long-term potential.
- Engagement Metrics Beyond ROI: Circana’s Complete Audiences support metrics that go beyond just ROI. By tracking engagement, brand lift, customer retention and share of voice, brands can measure campaign success more comprehensively, focusing on long-term growth and brand equity.
- Precision at Scale: Whether targeting past purchasers, viewers of specific content or foodservice customers, Circana’s audiences ensure that brands reach the right households with precision — maximizing campaign impact without wasting ad spend.
Circana’s enhanced audience targeting solutions provide marketers with the tools to navigate an evolving advertising landscape, ensuring campaigns are both impactful and sustainable. Learn more about Circana’s Complete Audiences.
