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Audience Segments for AdTech
Activate the #1 superset of home mover & property data in the US.
Audience Town offers 500+ audience segments tied to property, household, and life stage signals, available on major DSPs and SSPs.
Where to Find Our Segments
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Advertisers
Leading brands trust Audience Town segments.
If your brand needs to reach specific groups of people on the home journey, there’s no limit to how you can leverage our audience segments to achieve results.
Our Segments
500+ audience segments, tailored for you.
Want to reach predicted home movers? Home owners or renters? Those who are financially qualified? Pre-movers with a pet? New home owners who are into DIY?
We've built hundreds of segments covering almost every slice of US households.
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Activate
Getting started is easy.
You can activate Audience Town segments on the best DSPs and SSPs, like LiveRamp, TradeDesk and many more.
You can also push our segments to platforms like Meta via API.
Prefer to work directly to build and buy custom audience segments? We can do that.
audience segments
daily digital events
US adults
consumer attributes
Download our audience catalog.
Explore 500+ custom audience segments.
Why Our Segments Perform
Data you can't get anywhere else.
The WhengineTM is the #1 superset of consumer and property data in the US.
Whengine™ combines online behavior data, home mover signals, and demographic data from 200+ trusted partners into a single, unified engine, helping you understand consumers and communities like no one else can.
Predictive Move Data
Know who is predicted to move in the next 12, 6, and 3 months, and who has actually moved in the last 12 months.
Home Profiles
Learn about your property and market: home value, age of home, household size, lot size, age of HVAC, age of roof, and more.
Real-Time Updates
Our data updates every 72 hours (or less), so you get real time insights you can act on.
Consumer Demographics
See renter vs. buyer, income, credit score, home equity, current mortgage rate, size of household, pet ownership, age, gender, and more!
Purchase Data
Your audience is shopping. What are they buying? Gain insight on purchase categories, payment methods, and more – for online & offline purchases.
Interests
To attract your audience, you need to understand them. Learn about general interests like media affinity, travel, sports, music, reading, and more.
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Case Study
Customer acquisition costs for qualified new home and refinance loans decreased by more than 30%.
Guaranteed Rate saw a dramatic increase in application approvals, effectively decreasing their acquisition costs, using Audience Town’s unique intelligence to find qualified customers looking for new home loans or to refinance existing homes.
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Case Study
Drove 28% more interest using fresh mover data on Facebook.
In month one, Sunrun was able to drive the highest conversion rate amongst three audiences - 28% higher - using audience data. By month three, they were able to beat the cost-per-conversion goal, at 12% lower.
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Case Study
Click through rates were 3x higher than the digital media average.
Holt Homes, a large regional home builder, used audience data to find potential new home buyers only once they were ready to look. In the process, their cost per lead average decreased by as much as 50%.
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Case Study
Customer acquisition costs for qualified apartment home leases decreased by 64%.
AMLI was able to increase qualified candidates who were on the hunt for a new apartment home, effectively decreasing acquisition costs, by using audience data to reach renters using geo-targeting and prompt mobile strategies.
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Case Study
Retargeting home movers resulted in ~25% conversion rate increase.
Miller & Smith, a Builder of the Year winner, was able to increase site visits and conversions by using audience data to find potential new home buyers and renters within a targeted area and deliver impactful messaging on premium connected television.
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Click-through rate 4x the industry average
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Conversion rate increase of nearly 25%
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Case Study
New memberships at targeted locations increased by more than 10%.
Sam’s Club was able to drive new memberships well above their current rate of acquisition, combining geo-fencing and audience data to find new homeowners in the area that were not already existing members.
Why Home Movers Matter
Home movers spent $200B a year, and make buying decisions across categories.
When people move, they make decisions about everything: homes, internet, cars, insurance, appliances, and more. And they spend tens of thousands of dollars before, during, and after the move. But it's hard to reach them with standard targeting Unless you work with Audience Town.
We're the only company 100% focused on mapping and segmenting the Home Journey. Our segment library lets you reach households before, during, and after the move.
See results, and get in touch to learn more.
Home mover math:
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~20M people move each year
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Movers spend $200B+ annually
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24-month window of purchase activity
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Available on major DSPs & SSPs
The Home Mover Journey
It all starts with data: billions of data points unavailable from any other platform, onboarded and structured into the Whengine, our proprietary consumer data superset. Reach buyers during The Home Journey, a 24-month window of peak spending, mapped by Audience Town.
Pre-Move
Should we move?
Reach people who are considering a move before they start the conversation, not after they've closed on their new house. It's all about data and life events.
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In-Market
House scrolling all night long.
Your audience is scouring the listings and workingout financing. Don't miss this window. It could last a year, or be gone in a flash.
Closing
We got our place!
Reach people who are likely to invest in your products and services as they enter the wide world of moving, renovations, and big ticket purchases for their new home.
Moving
It's time to pack!
Time to panic! As moving day approaches, it's packing, sorting, and planning, with a heavy helping of boxes, tape, and trucks.
Settling In
Post-Move Magic
Living out of boxes and sleeping on the floor is exciting (for a few days, anyway)! Now, it's time for all kinds of services, supplies, and even takeout to make settling in a little simpler.
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Home
Making the House a Home
Audience Segment FAQs
Frequently asked questions
Here are some of the most common questions we get. Still need answers? Get in touch.
Can I request custom segments?
Yes. We work with advertisers regularly to build custom segments with custom filtering by life stage, demographics, location, product intent, current home profile, interests, and so much more.