Audience Profiling
- 03 Oct 2023
- 9 Minutes to read
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Audience Profiling
- Updated on 03 Oct 2023
- 9 Minutes to read
- DarkLight
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This feature is available for the following countries: US, Canada, Spain, UK, France, Italy, Germany, Switzerland, Austria.
Profile Audience portrays audience behavior with respect to their content consumption habits.
This feature allows you to benefit from Samsung Ads' first-party data to gain a deeper understanding of your audiences in order to better target them and increase the effectiveness of your campaigns.
For example, based on the viewership metrics related to a specific type of program, you could then extend the reach of your campaign by including similar programs on your list.
This can be easily and quickly performed with the Combining Audiences feature. See Audience Combination for more details.
Creating an Audience Profile
This option is available only for audiences that have been already processed by Samsung DSP (i.e., with the AVAILABLE status).
As the creation of a profile may take between 1 and 3 hours, we highly recommend you to submit your requests with an interval of 2 hours between each request (i.e., 5:30/7:30/9:30 etc.) for faster processing.
- In the left menu, click on Audiences.
- On the Audiences Listing page, select an audience by clicking on its name.
- In the upper right-hand corner, click on the three dots and select Profile Audience.
An error message will appear if you try to profile:
- An audience based on several countries. Samsung DSP cannot determine from which country you want to perform the profiling.
- An audience which presents a null value for the Estimated Count column (i.e. the audience has zero audience count).
To take fully advantage of a more granular analysis regarding this audience, you could first refine it before creating a profile. See Audience Refinement for more details.
- In the Audience Profile pop-up window, click on the Study Period field to define the date range Samsung DSP should take into consideration for building the report. Samsung DSP will analyze viewership behavior during this time frame.
- Click on one date to set the start date, then click on another date to set the end date and close the date range. You can also use the From and To fields on the left.
To speed up your choice, you can select one of the pre-defined date ranges on the left (i.e., Last 7 days or Last 30 days).
Some considerations to take into account:
- The maximum Study period to profile an audience can’t exceed 31 days.
- Samsung DSP allows you to generate audience profiles up to 6 months from the current date.
- Once defined, click on Apply.
- Click on Generate Profile to start the creation of the report.
Once the report is submitted, you will be automatically directed to the Reports tab.
Samsung DSP can take up to 2 hours to build these reports based on the settings you applied to compose your audience (segments) or on the study period range.
Accessing the report
You can only access to reports that have been processed by Samsung DSP (i.e., with the Available status).
- In the Reports tab, select the report by clicking on its name. The three digits next to your report’s name indicates its version number using this audience.
For more details regarding the source audience that produced a report:
- Click on the column icon and tick the Audience Name checkbox.
- The Audience Name column will be available, and you will be able to access the audience by clicking on its name.
Download Report
You can generate a report by clicking on Download Report in the bottom right-hand corner of the page.
A list of all device/type vendor combinations, networks, programs, and locations will be presented within one .xlsx file where each tab represents an audience profile.
Audience Profiles
On the Report Details page, you will see six tabs, where each of them represents an audience profile:
- Network Profile: This tab provides metrics about the networks that are popular for this audience. See Network Profile for more details.
- Program Profile: This tab provides metrics about the programs that are popular for this audience. See Program Profile for more details.
- Geolocation: This tab provides metrics about the locations where this audience tunes in. See Geolocation for more details.
- Daypart: This tab provides metrics about the time periods when this audience tunes in. See Daypart for more details.
- Connected Device: This tab provides metrics about the connected devices this audience is using. See Connected Devices for more details.
- Usage Tier: This tab provides metrics about the viewership rate by classifying this audience into terciles. See Usage Tier for more details.
Network Profile
Network Profile reveals the top networks tuned in by the profiled audience.
This tab comprises two sections: a table and a graph.
| Table | Graph |
|---|---|
 This table provides a network classification from Good to Best based on the Index. |  These graphs present the Rank by Index, Average Time Spent and Rank by % of Audience.
|
Program Profile
Programs Profile reveals the top programs tuned in by the profiled audience.
This tab comprises two sections: a table and a graph.
| Table | Graph |
|---|---|
 This table provides a program classification from Good to Best based on the Index. | These graphs present the Rank by Index, Average Time Spent and Rank by % of Audience.
|
Geolocation
Geolocation reveals how viewers composing the profiled audience are distributed by states for a given country.
The Top 10 Indexing DMAs is a section applicable only to your audiences from United States.
The Top 10 Indexing tables provide the following information:
- State: This column indicates on which states viewers belonging to this audience are distributed.
- DMA (US Only): This column indicates the DMAs (Designated Metropolitan Area) where viewers belonging to this audience reside.
- % of Target Audience: This column indicates the audience percentage in relation to the State/DMA.
- Index: This column indicates the affinity this audience has with a particular DMA against the entire Samsung Universe.
Daypart
Daypart reveals the segments of the day when the profiled audience is the most active.
This tab comprises two sections: a table and a graph.
| Table | Graph |
|---|---|
Let’s suppose the audience you are profiling is for a show that airs only during late night → It would have a disproportionately high distribution of Late Night daypart viewership and would be indexed higher than 100. |  This graph is generated by combining the data from the % of Target Audience and Avg Time Spent columns for each daypart. Click on the eye icon to display or hide the corresponding data. |
Connected Devices
Samsung DSP collects information about the devices that were connected and used when this audience was tuned in. The information is presented through the Device Type and Vendor tabs.
This tab comprises two sections: a table and a graph.
| Table | Graph |
|---|---|
|  This graph is generated using the data coming from the % of Target for the top 3, 5, or 10 devices or vendors (if the By Vendor tab is selected). Use the drop-down list in the upper left-hand corner to filter. |
Usage Tier
Usage Tier breaks down an audience’s engagement into three viewership groups: Light, Medium, and Heavy.
- Light refers to the viewers who don’t watch a lot of TV programs. They are mostly assigned to the new generation (people who consumed videos through internet-connected services such as Youtube, Netflix, etc).
- Medium refers to viewers who watch moderately TV Programs (for some special events like Superbowl or TV shows).
- Heavy refers to viewers who watch TV programs as much as they can, whenever the TV is turned on.
This page comprises two sections: a table divided into three tabs and a graph presenting the information per platform or usage tier.
| Linear | OTT | Gaming |
|---|---|---|
|  OTT (Over-The-Top) means any media consumed from a media streaming device. Samsung DSP measures OTT usage by launch count instead of time spent.
If it is exactly the same, the Index would be at 100. |  Gaming usage means any video gameplay recorded in the data. Samsung DSP measures Gaming usage by launch count instead of time spent.
If it is exactly the same, the Index would be at 100. |
For both tabs (Per Platform and Per Usage Tier), the graphs are generated using the data coming from the % of Target for each usage tier.
Click on the eye icon to display or hide the corresponding data.
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