Overview
MNTN’s Audience Builder helps you create targeted TV audiences by combining different data sources like Interests, CRM lists, site visitors, and location.
Building the right audience is one of the most important drivers of campaign performance. You can include, exclude, and layer segments to control who sees your ads and how broadly you reach.
Build Audiences
Log in in to MNTN.
Go to the Audience tab and Audience sub-tab.
Click + New Audience.
The Build New Audience modal will appear.
Enter an Audience Name.
Select a Campaign Strategy.
⚠️ Warning: The campaign strategy you choose will determine which Audience Segments are available in Step 7.
Click Build Audience.
Use existing segments or create new ones to include or exclude from your audience.
Available segments vary by campaign strategy.
Retargeting Campaigns:
Prospecting Campaigns:
Interests
Click Save Audience.
Your audience is now saved to your audience library and linked to your campaign.
Audience Builder Tools
Narrow audience:
Narrowing functionality allows you to create an AND statement for a given segment. Select Narrow Audience and include applicable segments.
For instance, perhaps your customer profile is exclusively executives of small businesses in the marketing and advertising world. You can use the Narrow Audience functionality to build AND statements to target households that include small business execs in the marketing industry.
Include or exclude segments:
The "Incl" and "Excl" options are located in each segment, allowing you to include or exclude segments with ease.
Select the relevant inclusion or exclusion button, and you will see the segment populate in the corresponding list within the Audience Composition. This is applicable across all segment types.
Audience composition:
The Audience Composition section includes a cohesive list of all inclusions and exclusions of the audience and its total audience size composition.
Your audience composition is an estimation of your potential household reach. It's the total deduplicated number of households matched across all of your included and excluded segments appended to the audience.
💡 Tip: We recommend working with your MNTN support team to align your targeting strategy, ensuring you have the most effective audiences possible
Edit Audiences
Once your audience has been built and live, you'll likely want to optimize it in line with performance insights. You have the ability to edit your audience in both the campaign shell and within the Audience Tab. We'll provide examples of both below.
Edit in the Audience tab:
Navigate to the Audience tab.
Find the audience you'd like to edit, and select Edit from the menu.
Remove and add segments within the audience builder.
Upon saving, the audience will be updated globally. If this audience is attached to more than one campaign, these edits will be reflected anywhere this audience is appended.
Edit in the Campaign shell:
Navigate to the Audience portion of the campaign shell where your audience is appended.
Find the audience you'd like to edit, and select Edit from the menu.
Remove and add segments within the audience builder.
Upon saving, the audience will be updated globally within the campaign shell and the Audience Dashboard. If this audience is attached to more than one campaign, these edits will be reflected anywhere this audience is appended.
Pro Tips
💡 Pro Tip: Even with these best practices, you can always change your audience composition. We recommend leaving your audience in the market for 30 days for the most accurate performance insights possible.
After those 30 days, leverage the Audience Segment Report for further adjustments to your audience composition.
Need to ensure you're not targeting a specific user profile?
Need to ensure you're not targeting a specific user profile?
If the answer is:
Yes: Exclude this user profile (interest segments, CRM segments, site visitor segments) from your audience composition using Excl.
No: No further steps are needed! Our tech will optimize towards the best-performing households amongst your included audience segments.
Looking to be as precise as possible with your targeting?
Looking to be as precise as possible with your targeting?
If the answer is:
Yes: We recommend using no more than one AND statement to ensure our tech has a broad enough reach to optimize toward your KPI.
No: We recommend avoiding the use of AND statements. Our tech will find the best-performing households amongst your included audience segments.
Does it make sense to target users once they have converted on your (MNTN) pixeled conversion point(s)?
Does it make sense to target users once they have converted on your (MNTN) pixeled conversion point(s)?
If the answer is:
Yes: Then no further steps to complete!
No: If not, consider:
Build a site visitor segment of converted users (those who have converted 1-50 times) to exclude from your audience.
Uploading a CRM list of current customers/past purchasers to exclude from your audience.
⚠️ Warning: If tracking multiple conversion points, you cannot block one type of converter. You can only block all converted users, no matter which conversion point that user converted on.
Does your business operate nationally?
Does your business operate nationally?
If the answer is:
Yes: We recommend a nationwide approach to reach households interested in your product offering regardless of location.
No: We recommend leveraging a Location segment to include or exclude as needed.
💡 Pro Tip: If your campaign targets a smaller geographic region, you'll likely want to layer in additional audience segments to expand reach.