Trending Audience Recommender: The Holidays - Dynamic PMPs powered by Cookieless Search Intelligence - Captify
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Trending Audience Recommender: The Holidays Dynamic PMPs powered by Cookieless Search Intelligence Vol 2, Holiday 2021
Captify’s search intent insight
Holiday gifting intent surges
55 days before Dec 25, 2020 Black Friday / Cyber Monday triggered
holiday gifting searches to increase by
3272%
Holiday Gifting
search begins
09/06 09/13 09/20 09/27 10/04 10/11 10/18 10/25 11/01 11/08 11/15 11/22 11/29 12/06 12/13 12/20 12/27
Captify data sourced :September – December 2020, base index = 1.0x Holiday Gifting Index Base index
Captify analyzed consumer search behavior from September through December to better understand how Holiday 2020 trended in our data
network, revealing steadily surges from November with Black Friday and Cyber Monday driving the peak uplift followed by a lull before a surge in
searches in the lead up to December 25th.
Captify’s data ecosystem
Tap into consumer
behavior and intent
during this lucrative time
Captify first-party data ecosystem: Gifting
audience
6m websites
2.3bn devices
Travel
Celebration moments
35bn+ monthly search events
moments
Holiday trending audiences
Drive marketing outcomes by reaching these key audiences with
the right message at critical moments in their consumer journey
Last-minute
Deal Seekers Self-gifters Early Planners
Gifters
Bargain hunters searching for Shoppers searching for and buying Gifters searching for presents Shoppers in a time crunch
discounts, promotions, and sales. items for themselves. before the holiday rush begins. searching for quick and convenient
gifts.
Holiday Hosters Holiday Travelers Credit Swipers Family Shopper
Celebratory folk searching for Travelers searching to take that Consumers searching for new Parents and grandparents
party ideas, and food & drink holiday vacation or reunite with credit cards and increase spend. searching for presents for their
recipes and supplies. loved ones. loved ones.
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
Request a Deal ID and go live within 48 hours: programmatictrading@captify.us
Audience deep dive
Search-powered audiences for Holiday 2021
5 min. 5 min. 5 min. 5 min.
audience audience audience audience
refresh refresh refresh refresh
Deal Seekers Self-gifters Early Planners Last-minute Gifters
98M+ 97.5M+ 96.3M+ 93.7M+
Audience size right now* Audience size right now* Audience size right now* Audience size right now*
28% Shipping 37% 430%
QoQ** increase in search intent is a major purchase trigger for QoQ** increase of search intent QoQ** increase in search intent for
for activities, indicating in-person luxury self-gifters, over-indexing for activities, indicating in-person tickets, indicating in-person gifting
gifts will be popular for '21 holidays by 4.1x** gifts remain top of mind will dominate Holiday '21
**Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 3/31/21
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.us
Audience deep dive
Search-powered audiences for Holiday 2021
5 min. 5 min. 5 min. 5 min.
audience audience audience audience
refresh refresh refresh refresh
Holiday Hosters Holiday Travelers Credit Swipers Family Gifters
86.7M+ 86.9M+ 80M+ 124.1M+
Audience size right now* Audience size right now* Audience size right now* Audience size right now*
119% 400% Brand Loyalty Sensory Toys
QoQ** increase of search intent QoQ** increase of search intent indexed highest for connected indexed highest of the toy
by Commuters searching to host for cancellation policies interest around new credit cards, categories reviewed, with search
this holiday season** with an 11% increase QoQ** intent over-indexing 9X**
**Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 3/31/21 **Data sourced from Captify US network 10/01/20 - 12/31/20
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.us
PSI under the hood: audiences
Activate audiences your way from categorized to custom
01 02 03 04
Categorized Custom Competitive Combinations
Off-the-shelf, pre-built Tailored audiences per Dominate a category or Build highly complex
audiences for campaign for clever vertical by intercepting audiences for unique
mass reach. engagement, efficiency, competitor intent. ‘white space’ by
Categorized by and to gain competitive combining categorized,
Captify’s semantic
advantage. custom and competitive
technology and defined
by data analysts. audiences.
‘Deal seekers’ ‘Credit swipers’ ‘Tiffanys’
‘Deal seekers that love Tiffanys’
Audience builder tip: Include top indexing audiences, such as unexpected hidden audiences, to scale without sacrificing relevance and performance
All audiences can be built and activated within 48 hours
Contact programmatictrading@captify.us
PSI explained
Through Captify’s PSI:
Real-time, dynamic audiences based on search intent at scale
Search-powered audiences + premium inventory = Programmatic Search Intelligence (PSI)
There’s now no need to settle for data with a shelf-life.
Captify’s pioneering Programmatic Search Intelligence combines dynamic
audiences with the structure, safety, and quality of a PMP's curated inventory
while providing the optionality, flexibility and reach of the open marketplace.
A game-changer for buyers—PSI brings fresher, higher performing
audiences into programmatic CTV, video and display.
2.66X 54% up to 24X
average search uplift faster conversions ROAS
Audience deep dive
Search-powered gifting moment: ‘Deal Seekers’
Whether it be frugality or the thrill of a bargain, consumers are on the hunt for discounted goods. Marketers can reach this audience of in-market
consumers with sales, promotions, BOGOF or clearance campaigns to build brand awareness, drive consideration, and capture share of wallet.
5 min.
audience Connected audiences Intent index**
refresh Add high-indexing audience profiles for Search Intelligence reveals Deal Seekers' are increasingly
scale without sacrificing performance. searching for giftable experiences, as well as personal
high-ticket items like jewelry and fragrances.
Life profiles + Experiences 8.9X
+ DIY Enthusiast 3.9X + Jewelry 8.6X
Deal Seekers + New Parent 2.8X + Fragrance 8.0X
+ Fashionista 2.8X + Toys 2.3X
98M+ + Vacations 1.6X
Life moments
Audience size right now*
+ Expecting 3.2X
28%
+ Dating 2.7X Prediction for Holidays 2021
+ New Home 1.7X
QoQ** increase in search intent for Marketers in retail and travel verticals should upweight their Q4
activities, indicating in-person gifts Interests '21 campaigns. Comparing Q4 '20 to Q1 '21, an increase in
will be popular for the '21 holidays + Beauty / Cosmetics 6.3X search intent for experiences indicates continued growth
+ Brand Loyalty 5.2X throughout 2021.
**Data sourced from Captify US + Quality Seeking 4.2X
network 10/01/20 - 3/31/21 + Experiences +28%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.us
Audience deep dive
Search-powered gifting moments: ‘Self-gifters’
Everyone deserves a bit of self-indulgence, regardless of the occasion—and the holidays are no exception. Reach in-market consumers searching to
treat themselves, grow brand awareness and consideration during the biggest gifting season of the year.
5 min.
audience Connected audiences Mass vs luxury self-gifters intent index**
refresh Add high-indexing audience profiles for In comparing search behavior of mass and luxury self-gifters,
scale without sacrificing performance. Search Intelligence reveals the former don't over index in the
categories reviewed, however, luxury self-gifters do.
Life profiles + Auto 5.8X + Fashion 3.7X
+ Deal Hunter 3.3X + Experiences 5.7X + Jewelry 3.0X
Self-gifters + New Parent 2.8X + Fragrance 4.5X + Home & Garden 2.7X
+ Pet Owner 2.1X
97.5M+ Purchase triggers for luxury self-gifters
Life moments + Shipping 4.1X + Returns 2.6X + Sales 1.6X
Audience size right now*
+ Engagement 4.6X
+ New Car 3.8X
Shipping + Dating 1.7X
is a major purchase trigger for Prediction for Holiday 2021
luxury self-gifters, over-indexing Interests
by 4.1x** As shoppers continue to search to treat themselves, it's
+ Beauty/Cosmetics 7.8X
recommended that marketers take notice of how major
**Data sourced from Captify US + Luxury Lifestyle 4.7X
purchase triggers occur around shipping (and returns) and take
network 10/01/20 - 3/31/21 + Fashion 3X
this into consideration as they roll out their holiday campaigns.
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered gifting moment: ‘Early Planners’
With the relaxation of lockdown in 2021, some consumers will be planning early to start searching for the perfect gifts. Reach in-market consumers with
pre-holiday campaigns to build brand awareness and drive consideration.
5 min.
audience Connected audiences Intent index**
refresh Add high-indexing audience profiles for Search Intelligence revealed consumers intent for an active
scale without sacrificing performance. 2021, searching for in-person activities like lessons, classes,
and immersive experiences to gift to their friends and family.
Life profiles + Experiences 11.9X + Books 1.8x
+ DIY Enthusiast 10.8X + Fashion 3.2X + Toys 1.6X
Early Planners + Deal Hunter 7.7X + Fragrance 1.9X
+ Beauty Enthusiast 4.4X
96.3M+
Life moments
Audience size right now*
+ Dating 5.8X Prediction for Holiday 2021
+ Expecting 3.6X
37% + New home 2.5X Marketers in experience-based, retail and entertainment
QoQ** increase of search intent verticals should upweight their Q4 '21 campaigns. Comparing
for activities, indicating in-person Interests Q4 '20 to Q1 '21, an increase of search intent for the categories
gifts remain top of mind + Quality Seeking 10.2X below indicates continued growth throughout 2021.
**Data sourced from Captify US + Home Improvement 6.8X + Experiences +37%
network 10/01/20 - 3/31/21 + Brand Loyal 3.5X + Fashion +31%
+ Toys +15%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered gifting moment: 'Last-minute Gifters’
Whether it be from procrastination, a slip of the mind, or an unexpected invite, consumers find themselves in a pinch and wind up searching for
quick and easy presents needed fast; marketers can reach this audience to raise awareness of speedy delivery or ads that show in-store stock.
5 min.
audience Connected audiences Intent index for last-minute gifting types**
refresh Add high-indexing audience profiles for Last-minute gifting activities indicate consumers searching for
scale without sacrificing performance. more in-person experiences in 2021, in addition to the staple
presents associated to holiday giving.
Life profiles + Experiences 5.3X + Fragrance 2.8X
+ Deal Hunter 5X + Fashion 3.6X + Toys 1.9X
Last-minute Gifters + City Dweller 3.6X + Jewelry 3.3X + Stocking stuffers 1.4X
+ New Parent 3.4X
Search for presents that aren't always top of mind
93.7M+
Life moments + White elephant gifts 1.2X + Home and Garden 1.4X
Audience size right now*
+ Unemployed 4.4X
+ Dating 4.3X
430% + Expecting 3.2X
QoQ** increase in search intent for Holiday 2021 Prediction
tickets, indicating in-person gifting Interests Marketers in the above verticals should upweight their Q4 '21
will dominate Holiday '21 + Beauty / Cosmetics 8.25X campaigns. A Q4 '20 to Q1 '21 comparison indicates
+ Quality Seeking 5X experience-based gifts will own the upcoming holiday season.
**Data sourced from Captify US
network 10/01/20 - 3/31/21 + Party Planning 3.3X
+ Tickets +430% + Travel +210%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered celebration moments: ‘Holiday Hosters’
The 2021 holiday season will be more festive than ever now that people can freely mingle outside their immediate circle. Reach in-market hosters
searching for all things celebratory by raising brand awareness and drive consideration to get on their invite list this holiday season.
5 min.
audience Connected audiences Attributes of Holiday Hosters**
refresh Add high-indexing audience profiles for Search Intelligence reveals hosting search intent heavily
scale without sacrificing performance. revolves around food and drink: brunch, lunch, appetizers,
dinner & dessert recipes and supplies.
Life profiles + Food 6.1X
+ Grandparent 13.8X + Invites 3.1X
Holiday Hosters + City Dweller 3.6X + Drinks 2.8X
+ New Parent 3.6X
86.7M+
Audience size right now*
Life moments Prediction for Holiday 2021
+ Expecting 3.4X
+ Dating 2.9X Marketers in all-things-party verticals should upweight their Q4
119% + Engagement 2X '21 campaigns. A Q4 '20 to Q1 '21 comparison showed
QoQ** increase of search intent by increased search intent for hosters' below, indicating they will
Commuters searching to host this Interests be most receptive to a brand's relevant holiday 2021 campaign.
holiday season + Thrill Seeker 5X + Commuter +119%
**Data sourced from Captify US
+ Quality Seeking 3X + City Dweller +106%
network 10/01/20 - 3/31/21 + Home Improvement 2.8X + Grandparent +53%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered travel moment: ‘Holiday Travelers’
Due to last year's restrictions, and with more people vaccinated than ever this upcoming holiday season, travel intent is expected to soar—and
marketers can reach relevant consumers to raise brand awareness for travel-related products and increase consideration for bookings.
5 min.
audience Connected audiences Search trends for Travelers**
refresh Add high-indexing audience profiles for Search Intelligence revealed that travelers' main concerns in
scale without sacrificing performance. Q4 '20 were still dominated by the pandemic.
+ Vaccines 7.4X
Life profiles + Safety concerns 3.1X
+ Deal Hunter 5.1X + Refunds 2.9X
Holiday Travelers + Pet Owner 3.3X + Cancellation Policy 1.4X
+ City Dweller 2.6X
86.9M+
Audience size right now*
Life moments Prediction for Holiday 2021
+ Dating 4.3X
A Q4 '20 to Q1 '21 comparison revealed that travelers' search
+ New Parents 3.9X
400% intent has shifted back to cancellation and refund policies.
+ New Home 2.4X
Marketers can expect consumer interest to be at an all-time
QoQ** increase of search intent
high this upcoming holiday season.
for cancellation policies Interests
+ Beauty / Cosmetics 6.6X + Cancellation Policy +400%
**Data sourced from Captify US + Quality Seeking 3.6X + Refunds +118%
network 10/01/20 - 3/31/21 + Home Improvement 2.9X + Safety concerns +75%
+ Vaccines -63%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered gifting moments: ‘Credit Swipers’
The holidays alter consumer behavior in terms of increased purchase frequency and spend—and gifters who use credit cards want to take full
advantage of rewards—marketers can reach relevant, in-market consumers searching to expand their credit card use this upcoming holiday season.
5 min.
audience Connected audiences Intent index**
refresh Add high-indexing audience profiles for Search Intelligence reveals search intent for additional lines is
scale without sacrificing performance. strongly influenced by APR rates and credit card rewards.
+ Additional line 6.4X + Interest 3.4X + Points 3.2X
Life profiles
+ Homeowner 10.5X Consumers searching for new credit cards show intent for one
Credit Swipers + Deal hunter 3.6X big-ticket item in particular: new bling.
+ Student 2.1X
80.1M+ + Jewelry 4.3X + Fragrance 1.5X + Tech 1.1X
Life moments
Audience size right now*
+ Mortgage 9X
+ Debt 7.4X
Brand Loyalty + Promotion 1.02X Prediction for Holiday 2021
indexed highest for connected
interest around new credit cards, Interests A Q4 '20 to Q1 '21 comparison shows search intent increased
with an 11% increase QoQ** + Brand Loyal 25.7X for brand loyalists, indicating to marketers that consumer
+ Finance 8.5X interest in their credit cards choices could be tied to brands
**Data sourced from Captify US they love.
network 10/01/20 - 3/31/21 + Party/Celebration 3.6X
+ Brand Loyal + 11%
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAudience deep dive
Search-powered gifting moment: ‘Family Gifters'
Grandparents and parents want to keep the holiday joy flowing and are searching for presents across multiple verticals. Marketers can reach this in-market
audience this holiday with relevant messaging to grow brand awareness and drive engagement and consideration
5 min.
audience Parents & Grandparents Intent for toys**
refresh Over-indexing gifting behavior for select Search Intelligence confirms the growing trend toward
verticals interest in toys involving the senses and reveals search
intent for presents to stimulate thinking and imagination.
Activities Vacations
+ Parent 10.83X + Grandparent 2.10X
+ Grandparent 9.36X + Parent 1.59X + Sensory 9X + Educational 3.26X
Family Gifters + Art 6.3X + Dolls 3.26X
+ Science 4.22X + Musical 1.73X
124.1M+ Toys Jewelry + Electronics 3.49X
Audience size right now* + Grandparent 2.8X + Grandparent 1.38X
+ Parent 1.24X + Parent 1.33X
Prediction for Holiday 2021
Sensory Toys
indexed highest of the toy Parents and grandparents alike are searching for tactile
Books Fashion and immersive gifts for their loved ones, and after a year
categories reviewed, with search
+ Grandparent 1.16X + Parent 1.20X of on-screen schooling, Marketers can expect to see a
intent over-indexing 9X**
+ Parent 1.04X + Grandparent 1.12X rise in toys that encourage play this upcoming holiday
**Data sourced from Captify US season.
network 10/01/20 - 12/31/20
See what's Captifying the world right now
Audience methodology: Captify connects and categorizes billions of real-time search behaviors to create robust audiences that are constantly refreshed, building out from initial seed
terms defined by data analysts, auto-optimized and scaled by Captify’s Semantic technology—our Cookieless Search Intelligence Engine.
*Audience size in Captify's Sense platform 08/06/21. Find out the real-time size of this audience, request a Deal ID and go live within 48 hours: programmatictrading@captify.usAppendix
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Captify is the largest independent holder of search data outside of Google,
Captify is the leading Search Intelligence Platform for the open web
connecting the real-time searches of over 2 billion people globally. Its
and the largest independent holder of first-party search data outside of
Search Intelligence technology powers omni-channel programmatic
Google, connecting the real-time searches from over 2 billion devices
advertising and real-time
globally. Its Search insights
Intelligence for the
technology world’s
powers biggest brands, such as
omnichannel
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and real-time andforMicrosoft—without
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brands, suchcookies. Captify
as Disney, brings
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