In today’s digital marketing world, one size does not fit all.

If you’ve ever wondered why certain ads feel like they’re speaking directly to you, it’s likely the work of custom audiences. This marketing tool allows businesses to target specific groups of people with precision, making advertising more effective and personal.

So, what exactly are custom audiences, and how do they work in media buying?  

‍

What Are Custom Audiences?  

Custom audiences are groups of users that are defined based on specific data, such as customer emails, website behavior, or app activity. Instead of showing ads to a broad, undefined audience, companies can focus on people who are more likely to engage with their content. Think of it as only inviting your best friends to a party, instead of asking everyone in your phonebook.

The result?

You reach people who actually care about what you're offering. For example, if you own an online clothing store, you could create a custom audience from users who have browsed winter coats on your site but haven’t made a purchase yet. Your ads can then showcase the very coats they looked at, with a reminder about the upcoming sale.

This level of personalization is exactly why custom audiences have become a key strategy in media buying.

Why Custom Audiences Are Effective in Media Buying.

Precision Targeting: With custom audiences, you can hone in on specific behaviors or characteristics of your target market. For instance, you can serve ads to people who previously visited your website, interacted with your app, or even liked specific content on social media. This precision helps reduce wasted ad spend because you’re showing ads to those who have already shown some interest. Increased Engagement: Imagine walking past a store and seeing an ad for something you were just thinking about buying.

That’s the power of custom audiences. By targeting people who are already familiar with your brand or have expressed interest, you create ads that feel relevant and timely. This increases the likelihood of engagement, whether it’s a click-through, purchase, or signup. Better Return on Investment (ROI): Since you're targeting people who are already in the awareness or consideration stages, the chance of them converting is higher. This leads to a more cost-effective ad campaign, as you're not paying for clicks or impressions from people who may never convert. The ability to retarget interested customers results in more efficient media buying and a higher return on every dollar spent.

My Take:

The Secret Sauce of Custom Audiences

Now, let’s get personal.

Think about that time you received an email or ad that felt like it was written just for you. You might have even thought, "How did they know?" That’s custom audience magic at work.

They entice you with the exact thing you want, just when you’re most likely to buy, but here's the thing: Custom audiences aren't about manipulation, they’re about relevance. People don’t mind seeing ads if those ads are useful and aligned with their interests.

Instead of bombarding everyone with the same message, custom audiences allow companies to craft tailored experiences that feel thoughtful.

Conclusion.

Using custom audiences in media buying is like holding a magnifying glass to your target market. It allows you to reach the people who are most likely to care about what you offer, which is a win-win for both businesses and consumers.

By increasing engagement, improving ROI, and providing precision targeting, custom audiences have become a powerful tool in the media buying toolbox.

So next time you see an ad that feels like it’s speaking directly to you, you can bet a custom audience was behind it.

‍

To take advantage of Custom Audiences with VaticAI, please contact us here.