The Audience Skew Feature on Dentsu Marketing Cloud Campaign Manager enables you to optimize your audience segments as your campaign objective.

Why this feature?

• Brand Awareness Campaigns

For a campaign that is focusing on brand awareness, you usually look at objectives like reach, frequency, impressions, engagement etc. To meet these objectives a broader audience would be the obvious choice to effectively optimize towards your set objective.

• Performance Campaigns

For performance campaigns, the quality of your audience can have a huge impact on your campaign’s success (examples of conversion objectives can be website clicks, landing page views, link clicks). In this instance, you need a more relevant and niche audience that will be effective in getting you the conversions you want.

• Ad Fatigue

Apart from your campaign objective, many other factors like audience saturation and ad fatigue also need to be taken into account. As a digital marketer, you need to strike a balance between advertising that is relevant and over targeting that can lead to saturation, the latter can cause annoyance and mistrust, and have a negative impact on your campaign. In this instance, you would want to widen the scope while still targeting audiences that are relevant to your set campaign objective.

How it works

The 5 point scale on the Audience Skew feature allows you to choose between having an extremely niche, broad or a balanced segment giving you the control  to target your optimal audience across core, affinity and lateral audience ad sets on Dentsu Marketing Cloud.

​​Let’s take an example to quickly introduce you to the nuances of this feature:

Your client brief dictates that you need to work on driving higher sales for their new cookware line. To drive sales, you would be looking at deriving higher conversion rates from your target audience  and conversions are directly dependent on the quality of leads generated and not just the quantity, this creates a need for a highly relevant and focused/niche audience.

By using the audience skew 5-point scale, you can now set the scale to a 1 indicating that you want a niche target audience of your campaign plan across all ad sets to generate leads with high conversion rates.

The Output for a niche audience segment:

If you on select 5 on the scale, the output and audience recommendations would differ, giving you a broader audience:

Sliding the scale towards the midpoint at 3 gives us balanced audience segments:

If you have any further questions about the audience skew feature on DMC Campaign Planner, feel free to reach out to us : dmcsupport@dentsu.com.