This extension expands reach based on similarities in demographic, location, behavioral and location visit data. This feature expands on the concept of using demographic lookalike audiences by layering in location behavior to further refine the lookalike audience for improved performance. OnSpot’s Audience AI™ uses a baseline group in the initial audience to identify relevant demographic variables and incorporates similar location behavior to select targets with similar attributes.
The lookalike extension is great for replicating your specific customer persona at a large scale. As a reminder, lookalikes are both location visit (behavioral) and demographic (profile) based. The lookalike extension is not as useful if the audience you begin with involves locations where most people visit, for example, grocery stores. Various consumer personas will be present, and the resulting extended audience is not targeted. “Everyone has to buy groceries.” It is super useful if you are looking to expand on a certain consumer persona, for example, “outdoor enthusiasts” that visit locations like trailheads, ski resorts, climbing gyms, and health food stores. (edited)
Lookalike audience building combines both demographic, behavioral and location visit data, per the below example:
Age: 55/$100K income/w children; compared to Age: 25/$100K income/w children
Both go to the same gym, restaurants, grocery store, golf course and same drugstore
Grouping these “different” but “same” users allows you to hone-in-on affinity targeting while personas are different - their individual habits are similar, allowing the user to better target devices than using just demographic modeling.
NOTE** This Lookalike audience, similar to our other publishing extensions, CAN be used as a target for Attribution Reports, but CANNOT be used for any downloads or reports such as Insight reports.
The Lookalike feature is only available to source audiences less than 150,000. If the audience you are using is over that, you will receive a notification seen below
The look-a-like feature is used when publishing an audience.
Lastly, Lookalike extension is not as useful if the audience you begin with involves locations where most people visit, for example, grocery stores. Various consumer personas will be present, and the resulting extended audience is not targeted. “Everyone has to buy groceries.” It is super useful if you are looking to expand on a certain consumer persona, for example, “outdoor enthusiasts” that visit locations like trailheads, ski resorts, climbing gyms, and health food stores.