Audience Refinement
- 02 Oct 2023
- 5 Minutes to read
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Audience Refinement
- Updated on 02 Oct 2023
- 5 Minutes to read
- DarkLight
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Audience Refinement provides you with greater control over filtering audience segments.
For each type of audience, you can specify the metrics that should be considered by the refinement process based on the engagement tiers.
The refinement of an audience is based on the way the segments from the said audience were measured.
This additional filter is particularly useful whenever you need to be more granular regarding the audiences you target for your campaigns.
Feature Availability
Some features are not supported yet in every region. Use this table to see if you have access to this feature based on your location.
| Region | Country |
|---|---|
| North America | USA, CA |
Refining an audience
You have the possibility of either adding a refinement when creating a new audience or adding refinement to an existing audience.
Adding refinement to a new audience
After you have set and added segments to your audience as described in Audiences, you will see the Audience Details page where the segments you decide to include/exclude are presented.
- In the upper right-hand corner, click on Refine Audience.
The Audience Refinement window will show up.
Description of the columns
- Based on [engagement metric]: Samsung DSP automatically adjusts the engagement metrics to be used based on the segments you selected to define your audience. See Engagement Metric for more details.
- Engagement: This column lists the viewers and categorizes them into tiers using the audience's total size.
For example, as a Decile represents 10% of the audience size (445,751), this is why we see 44,575 in this case.
- Select a Tercile or select Deciles individually from any Terciles.
- Once your selection is complete, click on Refine Audience to close the Audience Refinement window.
- In the right panel, click on the Refresh icon next to Audience breakdown to update the data based on your refinement.
- Click on Create Audience.
A color code will be associated with the segments you selected. See Color Code for more details.
Adding refinement to an existing audience
- From the_Audience Listing_ page, click on an audience’s name to get access to its Audience Details page.
- In the upper right-hand corner, click on Refine Audience and follow the instructions described in Adding Refinement to a new audience.
- When you click on Refine Audience to confirm the selection of your deciles, you will be prompted to choose between updating or saving as a copy.
- Update Audience: If you select this option, Samsung DSP adds the refinement settings to the current audience definition.
- Save a Copy: If you select this option, Samsung DSP will duplicate the current audience to add the refinement settings you defined to the copy in order to leave the source audience untouched.
A - refined label will be added next to the name to differentiate the refined version from the source audience.
Differentiating the refined audiences from the non-refined ones
You can use the Audience Type filter to differentiate the non-refined audience from the refined audience.
- Standard: This means that this audience has not been refined.
- Refined: This means that this audience is refined.
Editing an already refined audience
When you add segments to an already refined audience, make sure that the segments use the same engagement metrics. If not, Samsung DSP will display the following message:
See Engagement Metric for more details.
Definitions
The following sections describe how Samsung DSP classifies the data sets retrieved to build the segments required to build an audience.
Engagement Tiers
Based on viewership data, Samsung DSP categorizes audience segments into _Decile Tiers or _Tercile Tiers.
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- Decile Tiers: A decile is a set of ten equal groups of an audience that are divided according to the distribution of values of a particular engagement metric.
- 1 to 10 where the first decile has the lowest and the tenth is the highest in terms of engagement metric.
- Tercile Tiers: A tercile is a set of three groups of an audience that are divided according to the distribution of values of a particular engagement metric.
- Light: 1st, 2nd, 3rd Deciles refer 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: 4th, 5th, 6th Deciles refer to viewers who watch moderately TV Programs (for some special events like Superbowl or TV shows).
- Heavy: 7th, 8th, 9th, 10th Deciles refer to viewers who watch TV programs as much as they can, whenever the TV is turned on.
Engagement Metric
The Engagement Metric is the unit of measurement that quantifies how much content is consumed by a particular TV. Based on the amount of content consumed by a particular TV, this TV ID will be associated with a decile (i.e. group of an audience).
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The following are metrics used to measure terciles/deciles for a particular audience segment.
- Viewership Minutes: The total number of minutes a viewer watched content on a particular TV during the audience’s study period. Any audience created using one or more of these audience segments: Linear TV, Networks, Video On Demand, or TV Plus will use the Viewership Minutes metric to calculate the audience engagement deciles.
- Impression Count: The total number of impressions a viewer consumed when watching content on a particular TV during the audience’s study period. Any audience created using one or more of the following segments: Linear Ads, Custom Content, Video Games will use the Impression Count metric to calculate the audience engagement deciles.
- App Launch: The total number of applications a viewer opened from a particular TV during the audience’s study period. Any audience created using one App Launch segment will use the App Launch count metric to calculate the audience engagement deciles.
- App Usage Mins: The total number of minutes an application was launched from a particular TV to consume content during the audience’s study period. Any audience created using one App Usage segment will use the App Usage Mins metric to calculate the audience engagement deciles.
- Campaign Exposure Events: The total number of events for a campaign a viewer consumed on a particular TV during the audience’s study period. Any audience created using one Campaign Exposure segment will use the Campaign Exposure Events metric to calculate the audience engagement deciles.
- Device Association Count: The total number of times a particular TV was associated with a connected device during the audience’s study period. Any audience created using one Connected Devices segment will use the Device Association Count metric to calculate the audience engagement deciles.
Color Code
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A color code was added to ensure you make correct associations when combining different segments for refinement.
| Engagement Evaluation Metric | Segment Type |
|---|---|
| Red Circle= Viewership Minutes |
|
| Orange Circle= Impression Count Only applicable for Publisher, Title, Genre for the Video Games segment. |
|
| Blue Circle= Event Count |
|
| Grey Circle= Universal (Applicable to all metrics) |
|
| Yellow Circle= App Usage Mins |
|
| Dark Blue Circle= Number of App Launches |
|
| Green Circle= Association count |
|
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