Digiseg

Core Audiences

Household characteristics based on neighbourhood statistics.

Digiseg Core Audiences enable advertisers to segment the entire population through the use of neighbourhood statistics. With this data, you can identify internet users with specific characteristics like cars, children, income, savings, education, home ownership, home size, building year, neighbourhood type, lifecycle, tech-level or business characteristics. The audiences explain the basis for needs as opposed to behavior. Needs that often determine whether a product or service is bought. For example: When you own a car, you need fuel.

Why Core Audiences?

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Children in Household

France

	A	No Children

About

People with no children or without children living at home have both time and spending power for recreational products and services.

Availability (DSP ID)

	Adform	486320
	Xandr	Available upon request
	Google DV360	784984189

Reach

	Households	14.9 M
	People	35.5 M
	Devices	116.2 M

	B	1 Child

About

Neighborhoods with an average of 1 child have a modest need for child-related products.

Availability (DSP ID)

	Adform	486323
	Xandr	Available upon request
	Google DV360	784984126

Data

	Households	5.4 M
	People	12.8 M
	Devices	41.9 M

	C	2 or more children

About

Households with 2 or more children consume everything child related for example strollers, school gear, children clothes, shoes, boots, and toys.

Availability (DSP ID)

	Adform	484838
	Xandr	Available upon request
	Google DV360	784983769

Data

	Households	4.4 M
	People	10.4 M
	Devices	34 M

Household Income

France

	A	Poorer households - Lowest 20%

About

Low-income neighborhoods value a good offer where cost saving and financing options are in high demand.

Availability (DSP ID)

	Adform	486336
	Xandr	Available upon request
	Google DV360	784984147

Reach

	Households	4.4 M
	People	10.5 M
	Devices	34.5 M

	B	Less affluent - Lowest 20-40%

About

People with below average income balance the budget by a fair share of discount products. The price matters.

Availability (DSP ID)

	Adform	486337
	Xandr	Available upon request
	Google DV360	784984273

Reach

	Households	5.4 M
	People	12.9 M
	Devices	42.4 M

	C	Comfortable households - Middle 40-60%

About

Households with an average income have all options for prioritization. Both discount-, standard- and luxury products are considered.

Availability (DSP ID)

	Adform	486338
	Xandr	Available upon request
	Google DV360	784984324

Reach

	Households	4.9 M
	People	11.7 M
	Devices	38.4 M

	D	Prosperous households - Highest 60-80%

About

Prosperous households now and then purchase luxury items but the majority of the budget is spent on quality products.

Availability (DSP ID)

	Adform	486340
	Xandr	Available upon request
	Google DV360	784984279

Reach

	Households	5.7 M
	People	13.5 M
	Devices	44.3 M

	E	Wealthy households - Highest Top 20%

About

The highest incomes groups in society also spend the most on recreational services and luxury good - simply because they can.

Availability (DSP ID)

	Adform	486341
	Xandr	Available upon request
	Google DV360	784984327

Reach

	Households	4.7 M
	People	11.1 M
	Devices	36.4 M

Cars in Household

France

	A	No Cars

About

Households without cars still need transportation. They often use Trains, Busses, Metro, Scooters, and Bicycles.

Availability (DSP ID)

	Adform	486316
	Xandr	Available upon request
	Google DV360	784984096

Reach

	Households	9.8 M
	People	23.4 M
	Devices	76.8 M

	B	One car

About

Neighborhoods with an average of 1 car have a modest need for car transport and top up with other means of transport.

Availability (DSP ID)

	Adform	486317
	Xandr	Available upon request
	Google DV360	784983766

Reach

	Households	8 M
	People	18.9 M
	Devices	62 M

	C	Two or more cars

About

Households with 2 or more cars consume everything car related for example Fuel, Auto insurance, Tires, Maintenance, and new cars.

Availability (DSP ID)

	Adform	486319
	Xandr	Available upon request
	Google DV360	784984186

Reach

	Households	7.4 M
	People	17.7 M
	Devices	58.1 M

Hometype

France

	A	Apartment

About

People living in apartments have no garden and in general, live a more space optimized life.

Availability (DSP ID)

	Adform	484930
	Xandr	Available upon request
	Google DV360	786985593

Reach

	Households	10.1 M
	People	24 M
	Devices	78.8 M

	B	House / Semi-detached

About

When you live in a house you have needs like lawnmowers, outdoor grills, and garden furniture.

Availability (DSP ID)

	Adform	484933
	Xandr	Available upon request
	Google DV360	786985596

Reach

	Households	15.2 M
	People	36.1 M
	Devices	118.2 M

Lifecycle

France

	A	Young singles and couples

About

The young careless consume everything fresh and smart. They travel more and often go to restaurants, cinemas, and concerts.

Availability (DSP ID)

	Adform	484937
	Xandr	Available upon request
	Google DV360	784653929

Reach

	Households	4.8 M
	People	11.4 M
	Devices	37.4 M

	B	Young couples with children

About

The young couples with children center their life around the family and children.

Availability (DSP ID)

	Adform	484938
	Xandr	Available upon request
	Google DV360	784983088

Reach

	Households	5.1 M
	People	12 M
	Devices	39.4 M

	C	Families with school children

About

Families with school children consume everything and then some.

Availability (DSP ID)

	Adform	484939
	Xandr	Available upon request
	Google DV360	784983922

Reach

	Households	5.6 M
	People	13.2 M
	Devices	43.3 M

	D	Older families

About

When the kids move out new habits like traveling, classical music and restaurants eat the budget.

Availability (DSP ID)

	Adform	484940
	Xandr	Available upon request
	Google DV360	784654058

Reach

	Households	4.5 M
	People	10.8 M
	Devices	35.5 M

	E	Pensioners

About

Pensioners are more offline. Pensioners consume less streaming services and more flow TV, books or printed newspapers.

Availability (DSP ID)

	Adform	484941
	Xandr	Available upon request
	Google DV360	784984120

Reach

	Households	4.3 M
	People	10.2 M
	Devices	33.5 M

Home Ownership

France

	A	Own

About

Homeowners needs extend to everything like new kitchens and renovation of roof or floor etc. Homeowners also need credit mortgages and other private banking products.

Availability (DSP ID)

	Adform	486344
	Xandr	Available upon request
	Google DV360	786986298

Reach

	Households	14.8 M
	People	35.2 M
	Devices	115.2 M

	B	Rent

About

Renters has less worries as they are rarely the decisionmaker for home-renovation and upgrades.

Availability (DSP ID)

	Adform	486345
	Xandr	Available upon request
	Google DV360	784984240

Reach

	Households	10.4 M
	People	24.6 M
	Devices	80.8 M

Education

France

	A	Basic

About

Households with basic educations more often enjoy a football match, consume fast-food, online betting or gambling and visit camping sites on vacations.

Availability (DSP ID)

	Adform	486324
	Xandr	Available upon request
	Google DV360	786986160

Reach

	Households	7.8 M
	People	18.6 M
	Devices	61.1 M

	B	Medium

About

Neighborhoods with an average educational level read magazines and go to the Cinema.

Availability (DSP ID)

	Adform	486329
	Xandr	Available upon request
	Google DV360	784654064

Reach

	Households	9.3 M
	People	22.2 M
	Devices	72.9 M

	C	Higher

About

Households with a higher educational level read the most books, visit the theater and opera.

Availability (DSP ID)

	Adform	486327
	Xandr	Available upon request
	Google DV360	786986166

Reach

	Households	8.1 M
	People	19.2 M
	Devices	63 M

Savings

France

	A	No savings

About

Persons with no Savings still consume but often need to borrow money, finance- or lease products.

Availability (DSP ID)

	Adform	484934
	Xandr	Available upon request
	Google DV360	784983757

Reach

	Households	12.4 M
	People	29.5 M
	Devices	96.5 M

	B	Smaller savings

About

Households with smaller savings consume slightly higher quality of products. They also need banking products like savings accounts and can pay the down payment on larger purchases.

Availability (DSP ID)

	Adform	484935
	Xandr	Available upon request
	Google DV360	784653923

Reach

	Households	7.6 M
	People	18 M
	Devices	59.1 M

	C	Larger savings

About

People with larger savings consume the most luxury products. They have an investment- and private banking need.

Availability (DSP ID)

	Adform	484808
	Xandr	Available upon request
	Google DV360	784983082

Reach

	Households	5.3 M
	People	12.6 M
	Devices	41.4 M

Tech Level

France

	A	Basic

About

Households at a basic level of digitalization have fewer devices and are less online. They experience less marketing clutter which makes them more receptive to online ads.

Availability (DSP ID)

	Adform	486362
	Xandr	Available upon request
	Google DV360	784654340

Reach

	Households	12.9 M
	People	30.7 M
	Devices	100.5 M

	B	Medium

About

Average households, tech-vice, has found an equilibrium with their devices.

Availability (DSP ID)

	Adform	486364
	Xandr	Available upon request
	Google DV360	784654343

Reach

	Households	5.2 M
	People	12.5 M
	Devices	40.9 M

	C	Higher

About

High Tech persons live their lives in the fast digital lane. They multitask on many devices and have little time for irrelevant online messages. Campaign "Time on Site" decreases.

Availability (DSP ID)

	Adform	486365
	Xandr	Available upon request
	Google DV360	786986322

Reach

	Households	5.4 M
	People	12.9 M
	Devices	42.4 M

Neighbourhood Type

France

	A	Countryside

About

Countryside people love space. They prefer functional and durable goods over smart and classy products.

Availability (DSP ID)

	Adform	486331
	Xandr	Available upon request
	Google DV360	786986145

Reach

	Households	4.9 M
	People	11.6 M
	Devices	37.9 M

	B	Village

About

Village people value the comfort of the small community where everybody knows one another and outdoor decoration of house and garden is very common.

Availability (DSP ID)

	Adform	486332
	Xandr	Available upon request
	Google DV360	784984144

Reach

	Households	7.9 M
	People	18.8 M
	Devices	61.6 M

	C	Suburban

About

Suburban households work in the city but count the hours to get home. Outdoor activities, food, and family life is their center of attention.

Availability (DSP ID)

	Adform	486333
	Xandr	Available upon request
	Google DV360	784984270

Reach

	Households	6.8 M
	People	16.2 M
	Devices	53.2 M

	D	City

About

City people consume everything modern like cafe latte, sushi, high-end sneakers, and fashion clothes.

Availability (DSP ID)

	Adform	486334
	Xandr	Available upon request
	Google DV360	784984318

Reach

	Households	5.7 M
	People	13.5 M
	Devices	44.3 M

Building Age

France

	A	Pre 1945

About

Pre-war housing is in constant need of renovation. Most of the buildings left from this era have a great design- and structural quality but lacks light and insolation.

Availability (DSP ID)

	Adform	486346
	Xandr	Available upon request
	Google DV360	784984243

Reach

	Households	4 M
	People	9.6 M
	Devices	31.5 M

	B	1945-1989

About

Post-war buildings have a modest need for renovation and benefit from energy saving upgrades like heat pumps and insulation.

Availability (DSP ID)

	Adform	486347
	Xandr	Available upon request
	Google DV360	786986154

Reach

	Households	9.6 M
	People	22.8 M
	Devices	74.9 M

	C	1990 until today

About

Modern constructions have a much smaller need for renovation. Their larger window surfaces now and then need new shades alongside normal maintenance.

Availability (DSP ID)

	Adform	486348
	Xandr	Available upon request
	Google DV360	786986265

Reach

	Households	10.6 M
	People	25.2 M
	Devices	82.7 M

Living Space M2

France

	A	Up to 80 m2

About

Smaller homes need smaller furniture. Smart multipurpose furniture like sofa beds or extendable tables is in high demands.

Availability (DSP ID)

	Adform	486349
	Xandr	Available upon request
	Google DV360	1009892515

Reach

	Households	10 M
	People	23.8 M
	Devices	78.1 M

	B	80-119 m2

About

Average size homes are in need of average size furniture - Not the super large sofas or the conference table for 16 persons.

Availability (DSP ID)

	Adform	486350
	Xandr	Available upon request
	Google DV360	1009893073

Reach

	Households	10 M
	People	23.9 M
	Devices	78.3 M

	C	Above 120 m2

About

Larger homes need more- and larger furnitures. Decorative pieces can also find their way to larger homes as living space is less restricted.

Availability (DSP ID)

	Adform	486351
	Xandr	Available upon request
	Google DV360	962279997

Reach

	Households	5 M
	People	11.8 M
	Devices	38.7 M

Business Audience

France

	A	Small Business with 0-10 employees

About

Smaller businesses measured in No. of employees has a fast decision-making process. Use with CPC/CPA algorithms to identify the right Industry and Inventory.

Availability (DSP ID)

	Adform	1216135
	Xandr	Available upon request
	Google DV360	784983841

Reach

	Companies	758 K
	People	1.8 M
	Devices	5.9 M

	B	Medium Business with 11-50 employees

About

Use with CPC/CPA algorithms to identify the right Industry and Inventory.

Availability (DSP ID)

	Adform	1216145
	Xandr	Available upon request
	Google DV360	784983919

Reach

	Companies	227 K
	People	541 K
	Devices	1.8 M

	C	Larger Business with 50+ employees

About

Larger businesses measured on No. of employees has a slower decision-making process but consume higher volumes. Use with CPC/CPA algorithms to identify the right Industry and Inventory.

Availability (DSP ID)

	Adform	1216148
	Xandr	Available upon request
	Google DV360	784983085

Reach

	Companies	51 K
	People	120 K
	Devices	394 K

Household Income	B,C,D,E
Children in Household	B,C
Tech Level	B,C

Core Audiences

Household characteristics based on neighbourhood statistics.

Why Core Audiences?

Children in Household

No Children

1 Child

2 or more children

Household Income

Poorer households - Lowest 20%

Less affluent - Lowest 20-40%

Comfortable households - Middle 40-60%

Prosperous households - Highest 60-80%

Wealthy households - Highest Top 20%

Cars in Household

No Cars

One car

Two or more cars

Hometype

Apartment

House / Semi-detached

Lifecycle

Young singles and couples

Young couples with children

Families with school children

Older families

Pensioners

Home Ownership

Own

Rent

Education

Basic

Medium

Higher

Savings

No savings

Smaller savings

Larger savings

Tech Level

Basic

Medium

Higher

Neighbourhood Type

Countryside

Village

Suburban

City

Building Age

Pre 1945

1945-1989

1990 until today

Living Space M2

Up to 80 m2

80-119 m2

Above 120 m2

Business Audience

Small Business with 0-10 employees

Medium Business with 11-50 employees

Larger Business with 50+ employees

Composite Audiences

“Ready to use” audience for most campaigns.

Why ?

Car Classes

Micro & City (A)

Mini (B)

Small Medium / Compact (C)

Large Medium (D)

Large Premium (E)

Large Luxury Sedan (F)

MPV/Minivans (M)

SUV (J)

Electric & Hybrid

Sport (S)

Car Services

Service & Car Parts

Car Tires

Car Leasing (Private)

Banking / Financing

House Loan

Car Loan

Consumer Loan