Offline audiences
Offline audiences are groups of people defined by what they do away from the internet (going to the cinema, studying on a campus, attending a festival, shopping at the supermarket) who can then be reached through digital media.
Digital advertising has traditionally targeted people by what they do on screen: the sites they visit, what they click, what they search for. It is an abundant signal but a noisy one, because reading an article about cars does not mean someone is thinking of buying one. What people do in the physical world costs them time or money, and that is why it tends to say more: someone who pays for a ticket to see a romantic comedy at the cinema has shown a real taste, not a passing curiosity.
Turning that behaviour into an audience requires reliable sources, obtained with consent, and aggregated processing that does not expose any individual. That is what 014ON does. For Sony Pictures’ campaign for “Materialists”, the audience was built from people who had seen films of the same genre in Spanish cinemas, and the campaign closed with a CTR of 3.60%.
