Audience Insights for Advertisers

Quantcast Advertise - General
Quantcast Audience Insights can be accessed from your Quantcast Measure profile.

Quantcast Measure gives you an understanding of your online audience at each stage of consumer engagement. It helps build audience profiles, improve marketing programs and shows similar audiences across the connected universe. Use this guide to navigate Audience Insights and learn how to use these reports.

Getting to Audience Insights

  1. After logging into Quantcast.com, your default screen will be the reporting dashboard.
  2. To access Audience Insights, select “Audience Insights” from the Reporting dropdown at the top left of your screen.
  3. Click on the advertiser name from the list on your screen to be taken to your reports.
  4. If you want to get back to your Reporting Dashboard, you can click “Advertise” in the navigation header at any time.

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Audience Insights Navigation

We recommend looking at your reports for a specific action (called “events”) on your site. To do this:

    1. Click on the event dropdown in the top left-hand corner. This will bring you to a list of Audience Segments.
    2. Click the event dropdown from Audience Segments.
    3. Select the relevant event from the list.

Once selected, you will be taken to Audience Insights for only those users who have completed that action (or event).

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Event Summary

Once an event is chosen, you will see an event summary page. In this view, you can see a summary of traffic, demographics, and interests:

    1. Navigation between reports is located on the left-hand side.
    2. The country can be changed on the top right which will update the country-specific column in the table.
    3. You have the option of exporting the data via the link on the top right.

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The Main Reports

Traffic

When you scroll over the traffic graph, an overlay appears showing traffic volume broken out by location. The metrics at the top right will update as you click through the tabs to show the following:

    1. Uniques: The number of distinct devices that visit this property. For example, if Joe visits a property 5 times from his desktop computer and 5 times from his laptop, that is 10 visits but 2 uniques.
    2. Visits: The number of individual sessions initiated by all the visitors to the event page.
    3. Views: The total number of views of all the pages on this property (website, network, or mobile app).

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US Demographic Attributes

The demographic report gives insight into Gender, Age, Children in the Household, Household Income, Education Level, and Ethnicity. This report is great for identifying high-value segments, determining conversion rates by segment, seeing profiles for different events as people move along the funnel, and/or to see who your media is reaching.

Tip: Click “View Details” to see the full set of Demographics information available.

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Cross-Platform

The cross-platform report shows the traffic breakdown across desktop, mobile web, and mobile app. Similar to the traffic report, the metrics at the bottom will update as you click through the Uniques, Visits, and Views tabs.

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General Interests

Use the General Interests report to understand the interests and lifestyles of your site audience, either by categorizing the interests users exhibit in their web browsing behavior, or by showing other properties they frequently visit.

  1. Interests: The Interests section displays the affinities of your audience for various categories of online content. This is indexed against the Internet average, with 1 being the average relative to the US population.
    • These insights can be used to understand the interests and lifestyles of your property’s users.
  2. Sites: This section shows specific sites that visitors of your site are likely to visit.
    • These insights can be used to identify sites to buy media from, to increase efficiency of spend, or to view publisher data on each site.

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Political Interests

This report provides the US political affiliation for a web property’s US traffic and also the level of political engagement for an audience.

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Audience Grid Reports

With Audience Grid, Quantcast has gathered shopping, ownership, lifestyle, and interest data from leading data partners such as Oracle Datalogix, Kantar Shopcom, and TiVo Research, and combined it with live consumer behavior. The result gives you even more key insights into your audiences to help inform your marketing strategy and media planning.

Shopping Interests

The Shopping Interests report helps you understand the offline purchase habits of your property’s audience. This report shares offline purchase behavior in several different categories, such as Automotive, Packaged Goods, etc.

Tip: Click “View Details” to see the full set of Shopping Interests data available. In this detailed view, you can view Shopping Interests grouped by Parent interests, with the option to view specific models or products, ranked by affinity.

You can also toggle between different data sets by clicking on a data provider’s logo under Data Sources to the right of the report.

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Media Interests

The Media Interests report helps you understand the media consumption habits of your property’s users. This report provides information on the audience’s media consumption behavior, such as TV shows watched.

Tip: Click “View Details” to see the full set of Media Interests data available. In this detailed view, you can view Media Interests grouped by Parent interests, with the option to view specific subcategories, ranked by affinity.

You can also toggle between different data sets by clicking on a data provider’s logo under Data Sources to the right of the report.

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Business and Occupation

The Business & Occupation report helps you understand the likelihood of your property’s users to hold a specific occupation by categorizing the industry they work in and their specific job.

Tip: Click “View Details” to see the full set of Business & Occupation data available. In this detailed view, you can view Media Interests grouped by Parent categories, with the option to view specific subcategories, ranked by affinity.

You can also toggle between different data sets by clicking on a data provider’s logo under Data Sources to the right of the report.

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