5 targeting strategies to reach your customers this summer

It’s not just temperatures that are expected to spike this summer. Despite recent economic downturns and uncertainty, consumers are planning to spend and travel more, creating opportunities for savvy advertisers.

According to a new Harris Poll survey, over three-quarters of respondents say they expect to spend up to 50% more this summer season compared to 2022. And 78% of these increased spenders say they expect to spend up to 50% more this versus the same period last year.

Whether you're promoting grilling equipment or warm weather apparel, these five strategies can help you take advantage of increased consumer spending in the coming months and beyond. 

Geotargeting 

Targeting consumers based on their physical location is a great way to nudge potential customers near the point of purchase during the summer. For instance, a water park in Texas might geotarget ads to people living in nearby cities, encouraging them to come cool off and have some fun in the sun. Or a company selling outdoor grilling equipment might geotarget ads to people living in suburban areas, emphasizing the importance of backyard barbecues during the warmer outdoor season.

First-Party Data

Marketers with robust first-party data in their CRMs can use past customer data for summer campaigns to encourage repeat purchases or as a starting point for lookalike modeling. An online retailer selling swimwear might use first-party data to segment customers and target them based on their preferences creating personalized ads for clothing and accessories that are relevant to their interests, such as sandals or hiking gear.

Syndicated Audiences

If you don't have much first-party data or the data you have is a poor fit for the audiences you're trying to reach, you can leverage syndicated audiences. Top data providers can offer access to thousands of highly-relevant segments, such as people interested in outdoor activities, sports, or beach vacations. Some are even infused with cannabis and CBD lifestyle data, so marketers can reach those progressive audiences most likely to try (and LIKE) new products.

Contextual Targeting

Contextual targeting can help you reach consumers through the pages they consume. It’s a technique used by advertisers to deliver ads to users based on the content of the webpage they are visiting, reaching audiences without cookies in the moments that matter most. As an example, you can target people visiting travel blogs or reading articles about outdoor activities to help your brand stay top-of-mind and lead to higher click-through rates, which ultimately increases receptivity and responsiveness without the need for PII.

Audience Extension

With Contextual Audience Extension, you can broaden your target audience during the summer months when reaching consumers can be difficult. Starting with any audience as a seed,  you can target people who are lookalikes to your existing audience or new places (websites) where desired consumers hang out that you didn't know about. This can help you increase your reach and control costs.

With the expected increase in consumer spending this summer, it's more important than ever for marketers to have a solid targeting strategy in place. Whether you're looking to promote travel, outdoor activities, or summer apparel, these recommendations can help you cut through the noise and capture the attention of your target audience, driving higher engagement and conversion rates.

Looking for a partner that can help you advertise with unparalleled precision? Learn more about our advanced contextual targeting solutions powered by Semasio, now a part of Fyllo.