Vibe offers several ways to reach your ideal audience on Connected TV. Here is an overview of all available targeting options.
Controls vs. Suggestions
Vibe organizes targeting into two categories:
Controls (hard filters): Strict restrictions that exclude anyone who does not match. If a household does not meet these criteria, they will never see your ad.
Suggestions (soft signals): Preferences that guide the bidder toward certain audiences without excluding others. Suggestions influence delivery but do not limit reach.
The balance between controls and suggestions depends on your campaign goal. Performance goals (Sales, Leads) typically use more suggestions to give the bidder a broader landscape. See Understanding Audience Controls vs. Suggestions.
Geographic targeting
Target by state, metro/DMA, city, or ZIP code. You can combine multiple locations in a single strategy.
Demographic targeting
Target by age range, gender, household income, family composition, and primary household language.
Interest and in-market audiences
Reach households based on interests (e.g., fitness, travel, cooking) or in-market signals (e.g., actively shopping for a car).
Contextual targeting
Target by content type (e.g., Live Sports leagues) or by specific apps and channels. You can select individual channels or use the Vibe Performance Network (VPN) for broad, optimized reach.
Screen type
Target by device: TV, tablet, or phone.
Time slot targeting
Schedule your ads to run during specific hours or days of the week.
Custom audiences
In addition to the targeting options above, you can bring your own audience data:
Website retargeting: Retarget visitors who have been to your website. Requires a Vibe pixel. See Campaign Retargeting.
Custom web traffic audiences: Target visitors of specific pages on your website with custom lookback windows. See Custom Web Traffic Audiences.
Manual CRM audience upload: Upload a list of email addresses or IPs to target. See How to Upload and Manage a Manual CRM Audience.
CRM integrations: Sync audiences automatically from HubSpot, Mailchimp, Klaviyo, Segment, Customer.io, mParticle, Tealium, or Fivetran.
Tips
Limit the number of strict controls to maintain deliverability. The broader your targeting, the more efficiently the bidder can optimize.
For performance campaigns, rely more on suggestions and let the bidder find the best-performing inventory.
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