7 Simple Steps to Building your Audience

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7 simple steps to building
your audience of viewers
Part 1 of a 4-part series for media &
entertainment marketers
April 2015

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40%
Home with video
streaming service1
33%
Increase in digital
brand advertising
70%
Media & entertainment
marketers who increased
digital budget2
27%
The amount of viewers
ages 18 to 24 who
watched less traditional
TV3
The challenge: Creating a direct relationship with your viewer
So much has changed in the media & entertainment world in just a few short years. Viewers
aren’t just watching television shows when they are scheduled—they’re watching them on their
PC, tablet or mobile phone whenever they want. Their attention is drawn to YouTube while they
are watching a movie on their TV at the same time. Over-the-top services have taken off, and
they aren’t showing any signs of slowing. That said, linear television still draws millions of
viewers—and marketers are increasingly focused on how to attract viewers to tune in.

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To increase your viewership, you need to
learn how to not only identify your potential
audience, but to connect with them. But
when you don’t have much data about them,
how do you get started?

7 simple steps to building your audience
Identify
1
Infer
2
Recognize &
enhance
3
Profile
4
Model who
you know
5
Model who
you don’t
know
6
Build
7
The process:

5
So you don’t have much data on your
audience. Start with what you do
have. You might have an email
newsletter for a specific show, some
research or maybe you have
subscribers to an app or Internet
product. Gather any first-party data on
your current audience that you may
have.
Step 1:
Identify

6
Usually, you know the age and
gender of your audience—or you at
least have a good idea. That’s a place
to start. Now leverage third-party data
to get the full picture. Where do they
live? What are they buying? What are
their interests?
Step 2:
Infer

7
Looking at the data, ask yourself:
What do I know about this audience?
Once you know who they are, there’s
a lot you can learn using reverse
appends and data enhancement. For
example, you might find that your
audience is predominantly high
income, frequently goes to the
movies and has a strong interest in
science fiction. This step helps you
to fill in the gaps.
Step 3:
Recognize
& enhance

8
Now that you’ve filled in the gaps,
create the full picture. Build the
story of who they are and what they
are like. If you learned that the
majority of your audience is made
up of males ages 18–24, who live
mostly in urban areas and are tech
savvy, have no children in the
household and have an interest in
science fiction, then that may tell
you how to best target them.
Step 4:
Profile

9
If you are running a DMP on your
site(s), you’re capturing behavioral
data. Great! You already know the
demographic details. Now add what
videos they watched and what pages
they visited. Use all that you’ve
learned in steps 1–4 and use a
lookalike model to find potential
viewers that have similar behavior.
Step 5:
Model
who you
know

10
Of course, you’re not going to have
data on everyone—and even if you
do, they may be anonymous to you.
Match the behavior of this anonymous
group and make some inferences
based on their online behaviors. You
will find that this can be a strong
indicator of their demographic profile.
Step 6:
Model
who you
don’t
know

11
At this point, you’ve done some great
sleuthing to find out the unknown.
Using your lookalike models, match
them up against a compiled database
like TotalSource Plus to identify new
potential viewers that resemble your
current audience. Then, match them
to Epsilon’s 320 million unique online
profiles and push a digital campaign
to them. Use the same strategy
through the social channel.
Step 7:
Build

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Now what?
Your world isn’t standing still anytime soon. The way an
audience starts viewing a new show can follow a very
disruptive path. They may hear about it on Twitter, see a
digital ad or find it in their Netflix recommendations, making
it a convoluted journey.

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Once a connection is made, this can lead to improved TV
ratings, more ad dollars and a higher CPM. This all begins
with using data to identify potential viewers.
Media & entertainment marketers always need to evolve. The first
step in your advancement is building your audience. But before
you can do that, you must first understand them and know the best
way to connect with them.

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Making sense of all this data can be quite challenging. We’re here
to help. In the continuation of this series, we’ll show you how to
reach the right audience once you’ve built it. Then we’ll help you
learn ways to boost their engagement. Finally, we’ll assist you in
measuring all of your hard work to optimize and monetize.

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To get the full series, sign up below. Or give us a call to discuss how
you can use data to grow your audience exponentially.
Subscribe

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About Epsilon
Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing
company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas
to get the results our clients require. Recognized by Ad Age as the No. 1 World CRM / Direct Marketing Network and
No. 1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an
Alliance Data company.
For more information, visit epsilon.com, follow us on Twitter @EpsilonMktg or call 1 800 309 0505.

7 Simple Steps to Building your Audience

7 Simple Steps to Building your Audience

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7 Simple Steps to Building your Audience