Socio economic class (SEC) targeting

What is SEC targeting?

Socio economic class targeting - groups users into high, middle, low class users. Users are grouped based on concrete parameters that can be identified from users browsing history. 

Eskimi has indicated 6 main SEC groups:

A1, A2 - upper class

B1, B2 - middle class

C, D - lower class

From the rich data points in Eskimi DMP, we were able to build comprehensive SEC targeting. There are key signals that Eskimi considers when calculating SEC:

Device price range - it is clear that the mobile device that you use can identify your social status. For example a higher price device indicates that you have the possibility to buy more expensive things. This is why Eskimi considers device price range when calculating SEC. 

Location - it is undeniable that people living in capitables or large cities have a much higher purchasing power than those living in rural areas. Location signals groups people based on the location (city) they are seen the most. 

Location tags - our social cues can tell a lot about us and even our social status. Location tags indicate what locations the person was seen the most often. For example, airports, malls, business centers and similar could be attributed to upper class people. 

Data Consumption quartiles - groups people based on their data consumption patterns. Naturally, if a person browses little on the internet it is possible to assume that his/hers social status is lower as they don’t have the luxury to always stay online. 

3G / 4G use - groups people based on the most often seen connection type which ranges from 2G to 4G. If the person has the ability to be always online with a 4G network it means that they live in a location where network connection is good and  living standards are much higher.

Why SEC targeting?

Socio economic class targeting allows brands globally to personalize their advertising based on different SEC groups: upper, middle and lower. For example, telecom brands can offer different bundles for relevant SEC. 

Additionally, advertisers can only target a specific SEC group if they have an offer suitable for them. Banks/loan companies can target only lower class people as they are more likely to take a loan. 

A great ICP for SEC targeting tends to be banks, mobile device manufacturers, FMCG, telco brands.

SEC features

Selection

SEC targeting can be instantly found in the campaign setup page. Clients do not need to upload their 1st party data to have SEC enabled. The feature is fully empowered by Eskimi. 

Other targeting

SEC targeting can be combined with any other feature on Eskimi DSP. However, it is necessary to understand that applying additional targeting will narrow down the audience which will increase the CPM. 

Reporting

The SEC report can be found in the general report section. Report displays impressions and CTR by SEC. The report is updated in real-time. 

Limitations 

• SEC targeting cannot be combined with PC, TV targeting.