In-Market Audience

Definition

A group of people actively researching and considering purchases in a specific product category. They're shopping for something and showing signals they're ready to buy.

Example Usage

We targeted in-market audiences for luxury watches, finding 60% higher conversion rates than our general demographic audiences.

Origin

Developed by Google and other platforms as a way to identify purchase-ready audiences.

Fun Fact

In-market audiences convert 5-8x better than generic audiences, though they're also more competitive and expensive.

Source: Google Ads and audience targeting terminology

Related Terms

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waterfall strategy

An ad buying method where inventory is offered sequentially to buyers in descending priority order until someone bites. Like a retail clearance rack that goes through progressively less desirable shoppers.

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cost per acquisition

The total marketing spend divided by the number of customers acquired, revealing exactly how much you paid to convince each person to care about your product. Also known as CPA, or 'the number that makes CFOs wince.'

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look-alike

A person who bears such a striking physical resemblance to someone famous that they're hired to impersonate them at parties, or followed by confused paparazzi. The budget version of celebrity cloning.

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newsjacking

The practice of inserting your brand into breaking news or trending topics to hijack attention for marketing purposes. Opportunism disguised as timely relevance.

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hero content

High-production-value flagship content designed to make a big splash and attract massive attention, typically created infrequently. Your marketing team's Avengers movie, budget included.

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Saturday morning cartoons

Animated television programs aimed at children that aired on Saturday mornings, typically from the 1960s through 1990s, serving as a cultural institution for kids before school-age entertainment fragmented across cable and streaming.

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