High-Response Summer Audiences

High-Response Summer Audiences

Summer 2021 represents a hopeful bright spot of sunshine and sales, giving brands and their agencies ample opportunities to connect with ready-to-spend buyers who will make their season a success.

http://wiland.com

2High-Response Summer Audiences •

©2021 Wiland, Inc. All rights reserved. REV 04.05.21

Wiland also offers powerful, custom-modeled audiences based on your brand’s unique campaign objectives.

Introduction

Soaking Up Some Sunny News

Retail sales are expected to grow between 6.5 and 8.2 percent to over $4.33 trillion in 2021*. From summer recreation to family getaways, outdoor adventures, and major annual sales, consumers’ summer spending is poised to be strong.

Those brands and agencies that are able to reach these active consumers—the ones ready to buy now and provide high long-term value—will get the most out of their summer campaigns and be positioned for ongoing success. And that’s where Wiland’s on-demand digital audiences come in.

Unlike syndicated marketing segments, our audiences are built using the largest set of U.S. consumer spending and interest-intensity signals. Our unrivaled data assets are available nowhere else, and they fuel the creation of consumer audiences that cover thousands of niche categories and deliver superior results at scale.

To help you reach these consumers who are ready to spend with you now, we’ve curated a sample collection of our on-demand audiences grouped in categories of interest for summer. Ready to activate at LiveRamp, Google, and other leading platforms, or to deliver to your platform of choice, these audiences are the acquisition accelerators that can give your summer campaigns an added boost. Arrow-right

*Source: National Retail Federation 2021 Annual Forecast

http://nrf.com/media-center/press-releases/nrf-forecasts-retail-sales-exceed-433t-2021-vaccine-rollout-expands



Summer On-Demand Audience Categories

Outfit for Summer..........................................................................................................pg. 04

Fun in the Sun ................................................................................................................pg. 05

Summer Camps and Hobbies .....................................................................................pg. 06

Brain Waves ....................................................................................................................pg. 07

On the Road ....................................................................................................................pg. 08

Travel Dreaming .............................................................................................................pg. 09

Horticulture and Homesteads ....................................................................................pg. 10

Independence Day .........................................................................................................pg. 11

Labor Day ........................................................................................................................pg. 12

NOTES ON AUDIENCE TABLES

» Audience IDs beginning with UAA: In-market and likely to spend in the category based on anonymized spending insights and other attributes using Wiland modeling.

» Audience IDs beginning with USP: Affinity based on individual-level social media engagement behavior, transaction-level data, and other predictive attributes using Wiland modeling.

On-Demand Audience Categories

High-Response Summer Audiences • 4

©2021 Wiland, Inc. All rights reserved. REV 04.05.21 Reply All Categories

Audience ID Audience Name

USP0483 Resort and Island Apparel, Intent to Buy

UAA0189 Women’s Swim and Beachwear, Intent to Buy

UAA0322 Women’s Beach and Resort Fashion, Intent to Buy

USP0575 Hiking and Backpacking Apparel, Intent to Buy

UAA0199 Hiking and Camping Apparel, Intent to Buy

UAA0115 Outdoor Apparel, Intent to Buy

UAA0505 Outdoor Sports Activewear, Intent to Buy

USP0024 Women’s Upscale Athleisure Apparel, Intent to Buy

USP0138 Performance Athletic Apparel and Shoes, Intent to Buy

Outfit for Summer

Outfit for Summer

From swimwear to athleisure and more, consumers are seeking to outfit themselves for a stylish summer full of warm weather fun, relaxation, and recreation.



Fun in the Sun


UAA0340 Watersports Equipment, Intent to Buy

UAA0310 Recreational Sailing Supplies and Services, Intent to Buy

USP0566 Watercraft Supplies and Services, Intent to Buy

UAA0281 Surfboards and Surfing Gear, Intent to Buy

UAA0096 Golf Gear, News, and Events, Intent to Buy

USP0458 Tennis Gear and Equipment, Intent to Buy

UAA0599 Camping Equipment and Supplies, Intent to Buy

USP0183 Camping Apparel and Gear, Intent to Buy

UAA0179 Fishing and Outdoor Gear, Intent to Buy

UAA0485 Fly Fishing Trips, Intent to Buy

UAA0407 Bicycles and Cycling Gear, Intent to Buy

UAA0157 ATV and Off-Road Vehicles, Intent to Buy

USP0481 Imported Motorcycles and Equipment, Intent to Buy

Fun in the Sun

Whether they’re enjoying their favorite warm weather pastime or trying out a new activity, consumers are seeking the gear and apparel to equip them for their summer recreation of choice.



Summer Camps and Hobbies


UAA0341 Youth Sports Camps, Intent to Enroll

UAA0347 Swim and Watersports Classes, Intent to Buy

USP0484 Swimming and Diving Lessons, Intent to Buy

USP0314 Triathlon Participants and Enthusiasts

UAA0279 Outdoor Fitness Bootcamps, Intent to Buy

USP0548 Sports Equipment and Supplies, Intent to Buy

USP0549 Team Sports Equipment and Supplies, Intent to Buy

USP0522 Cycling Equipment, Intent to Buy

UAA0588 Children’s Art and Crafts Supplies, Intent to Buy

UAA0558 Likely Parents with Children at Home, Life Stage, Active Spenders

Summer Camps and Hobbies

Whether it’s for themselves or for the children in their lives, consumers are seeking to participate in a variety of camps, activities, and hobbies during the summer months.



Brain Waves


USP0155 Children’s Educational Magazines, Intent to Subscribe

UAA0535 Youth Educational Publications, Intent to Subscribe

UAA0270 Children’s Learning and Discovery, Intent to Buy

UAA0192 Educational Young Children’s Toys, Intent to Buy

USP0146 Kid’s Educational Toys and Books, Intent to Buy

USP0051 Major Children’s Toy Brands, Intent to Buy

UAA0482 Zoos and Aquariums, Intent to Visit

UAA0065 Hardcopy Books, Intent to Buy

UAA0658 Lifelong Learning Resources and Support, Intent to Buy

Brain Waves

School may be out for summer, but consumers are seeking a variety of ways to keep the learning going for the students in their lives during the summer months.



On the Road


UAA0146 Recreational Vehicles, Intent to Buy

USP0281 RV Travel Products and Services, Intent to Buy

UAA0155 RV Parks and Resorts, Intent to Stay

USP0207 National Parks Enthusiasts

USP0316 Packaged Snack Crackers, Intent to Buy

USP0321 Packaged Cookies, Intent to Buy

USP0224 Energy Drinks, Intent to Buy

UAA0721 Toll Payment Services, Intent to Use

UAA0463 Likely to Frequent Diners

UAA0458 Likely to Frequent Breakfast Restaurants

USP0528 Likely to Frequent Fast Casual Chain Restaurants

On the Road

Consumers taking to the highways for their summer getaways are seeking a variety of products and services to make their road (and off-road) trips enjoyable.



Travel Dreaming


UAA0027 Luxury Travel Publications, Intent to Subscribe

USP0006 Online Travel and Lodging, Intent to Buy

UAA0151 Beach Hotels and Resorts, Intent to Book

UAA0156 Cabins and Lodges, Intent to Book

USP0032 Luxury Hotel Accommodations, Intent to Book

USP0238 Vacation Home Rental, Intent to Book

USP0588 Air Travel, Intent to Book

USP0344 Regional Commuter Rail Travel, Intent to Book

USP0345 Passenger Rail and Bus Travel, Intent to Book

UAA0143 Guided Tour Vacations, Intent to Buy

Travel Dreaming

72% of Americans did not take a summer vacation in 2020*. Whether they’re hoping to make up for it this year or are dreaming up their next adventure, consumers are seeking travel inspiration.

*Source: Forbes: “72% of Americans Skipped Summer Vacation This Year: Will 2021 be Better?”

https://www.forbes.com/sites/michaelgoldstein/2020/09/03/72-of-americans-skipped-summer-vacation-this-year-will-2021-pick-up/?sh=4a3278583bd4



Horticulture and Homesteads


USP0584 Lawn and Gardening Products, Intent to Buy

USP0302 Lawn Care Supplies, Intent to Buy

UAA0232 Lawn Care Equipment and Mowers, Intent to Buy

UAA0664 Lawn Care and Fertilizers, Intent to Buy

USP0581 Professional Lawn Care Services, Intent to Buy

UAA0261 Landscaping Supplies, Intent to Buy

UAA0445 Farm Implements and Supplies, Intent to Buy

UAA0486 Agricultural and Farm Equipment, Intent to Buy

UAA0102 Home Improvement Store Shoppers

USP0160 Organic Lifestyle Magazines, Intent to Subscribe

USP0152 Home, Hearth, and Garden Magazines, Intent to Subscribe

UAA0346 Upscale Home, Patio, and Garden, Intent to Buy

UAA0562 Likely Home Remodelers, Life Stage, Active Spenders

Horticulture and Homesteads

Summer provides the ideal conditions for consumers looking to enjoy and maintain their gardens and outdoor spaces.



Independence Day


USP0176 American History Enthusiasts

UAA0577 American and Military History Enthusiasts

UAA0668 Grill and Patio Products, Intent to Buy

UAA0375 Meats and Seafood, Intent to Buy

UAA0623 Insulated Drinkware and Coolers, Intent to Buy

UAA0307 Outdoor and Patio Furniture, Intent to Buy

UAA0099 Online Home Furniture and Décor, Intent to Buy

USP0472 Modern Furniture Collections, Intent to Buy

UAA0673 Cars and Passenger Trucks, Intent to Buy

USP0582 Used Cars, Intent to Buy

UAA0378 Iconic Motorcycle Brands, Intent to Buy

UAA0144 Motorcycles, New and Used, Intent to Buy

Independence Day

From celebrating its historical significance to partaking in summer activities or major annual sales, consumers are likely to spend on a variety of holiday-related products.



Labor Day


UAA0666 High-End Grills and Smokers, Intent to Buy

USP0251 Grilling Products, Intent to Buy

USP0507 Meat and Seafood Markets, Intent to Buy

USP0440 Insulated Coolers, Intent to Buy

USP0459 Patio and Outdoor Furniture, Intent to Buy

USP0583 Midscale Mattresses, Intent to Buy

UAA0004 Traditional Home Décor and Furniture, Intent to Buy

UAA0226 Major Home Appliances, Intent to Buy

UAA0251 Pre-Owned Automobiles, Intent to Buy

USP0259 Online Auto Lots, Intent to Buy

UAA0491 Imported Motorcycles and Gear, Intent to Buy

USP0128 Motorcycle Enthusiasts

Labor Day

A holiday that traditionally marks the end of the summer season, Labor Day is likely to have consumers seeking a variety of summertime experiences to remember.



Let Wiland connect you with your best new customers this summer season and beyond.

Get Started

wiland.com

Ready to use these on-demand audiences now? We can immediately deliver them to your preferred platform. They are also available for immediate activation at LiveRamp, Google, and other leading platforms.

Interested in our on-demand or custom audiences, but not sure what your next steps are? Contact your Wiland representative or email us at [email protected] to get started.

Does an agency handle your digital media buying? Or someone else at your organization?Please forward this along and we’d be happy to partner with the appropriate party.

http://wiland.com

http://wiland.com

mailto:info%40wiland.com?subject=

Documents

High-Response Summer Audiences