Social extension can be described as “real world friends, extended family, and co-workers” and does not mean social network “followers.” In other words, these are people that are in close proximity to the regular audience and includes friends and co-workers with frequent, meaningful interaction. These associations do not include Devices that are part of the household extension.
“Social Extension'' audience combines location, temporal and frequency as primary indicators to build the associations for determining the Device linkages, the audience is not household address driven and separate and distinct from the household extension audiences currently in the platform.
Many people will talk to their friends, coworkers, and family outside of the household about various products, services, and businesses that they use. This extension is great to get that “word of mouth” type of scale out of your original audience, while keeping it targeted to the right customer persona you are going for.
You want to use social extension where a real-world influence will sway the target audience to convert. Think of products or services where you would ask your friends and family if the purchase is worth it, or if they’ve tried that service in the past. Good for home services, travel and tourism businesses & services, employee recruitment campaigns where you want to target workers at a specific business, conferences & networking events, entertainment, etc.
Use caution when you have larger regional or national audiences as the social extension will ultimately provide you with a cross section of the US population. Think “6 degrees of separation from Kevin Bacon” effect. This results in an audience that is not targeted to your desired persona.
Social Extension Example
Molly and Courtney are often together running errands, hanging out with their kids, and having play dates. We determine that they have a social connection based on frequently being seen together.
Both Molly and Courtney’s Mobile Ad IDs are observed frequently together at the same playgrounds, restaurants, bars, and malls at the same times on the same days.
Based on meeting our audience builder intelligence criteria using the frequency and location overlap we would consider these Mobile Ad Id’s as socially linked and would be included in the “Social Extensions”.
Social Extension can be added to any audience type during the publishing process.
NOTE** This Social Extension audience, similar to our other publishing extensions, CAN be used as a target for Attribution Reports, but NOT as the destination. Additionally, it CANNOT be downloaded and will not appear on reports such as Insight reports, Demographic reports, or Heatmaps.