An audience is a group of users who share common attributes (behavior, location, interest, balance and so on). Audiences are based on user activities and characteristics, as opposed to targeting parameters which define when and where to deliver a promoted post or a banner.

You can create audiences in order to:

• Explore the characteristics and behaviors of an interest group.

• Target audiences across social platforms & display campaigns.

• Analyze campaign results based on audience groups (for example, see which audiences your converted users fall under).

The Audience feature is composed of three parts:

1. Audience Manager - An aggregated view of all your audiences in a single table.

2. Audience Builder - A user segment builder where you create an audience by defining various rules and conditions.

3. Audience Dashboard - This is where you explore the on/off-chain characteristics of your audience.

Overview

The Audience builder provides the tools and context to identify a group of users sharing common on-chain and off-chain attributes. The builder is composed of two parts:

The audience definition widget - Allowing you to create a segment group by selecting a set of conditions:

• Smart contracts they interacted with, and/or

• Out-of-the-box proprietary categories they belong to, and/or

• A set of behavioral and situational filters to further optimize the audience.

Targeting insights (right hand) panel - calculated in real time, the audience's reach potential when targeted on the ad network, their overall buying power, and geo-distribution.

Audience Creation Process

1. Name your audience (mandatory) - Give your audience group a descriptive name that will help you recognize it later.

2. Define the audience group - Select the smart contract(s) they interact with, or an Addressable pre-built category reflecting a common behavior or user characteristic (e.g. power traders, strategy gamers).

3. Optimize your audience group - Further define your audience by adding conditions to include:

   • Specific blockchains

   • Last blockchain activity - use this to create a cut-off date to only include users who have been active on-chain after a certain date.

   • Balance - you can chose to filter out users based on the value of assets they hold in their wallets at the time of audience creation.

   • Coin - you can further refine your audience by defining specific token/s they should be holding (at the time of the audience creation).

   • NFT assets - use this to filter users who have a particular asset and number of units.

4. Save. Once saved, you can select this audience for targeting when you create a campaign, visit the audience dashboard for insights and analytics, track the audience’s impact on your business and industry within your dashboards.

Targeting Recommendations

During the audience creation process, Addressable offers similarity based recommendations for each selected contract. Unlike simple similarity recommendations such as “users who bought X, also bought Y”, Addressable’s algorithm considers similarities between contracts as well as similarities between users (wallets) to identify corresponding behavioral patterns. Therefore, users of your selected contract, are not necessarily users of the offered contract, but their on-chain behavior is similar in pattern and purpose.

Each time you select a particular contract, Addressable’s recommendation engine, calculates its similarity to all other on-chain addresses and offers the top most similar contracts as recommendations.

The Audience Dashboard is where you explore the characteristics of any audience. These include on-chain attributes such as wallet balance distribution, last on-chain activity and assets held by this group of users. The dashboard also includes off-chain characteristics, such as Twitter (X) influencers the users in this group are following, and fields of interest they exhibit on social networks.

The Audience dashboard is generated for each saved Audience and updates every time you reload the dashboard page.

Dashboard Chart Breakdown

Uploading an Audience to Twitter (X)

You can upload any audience group created on Addressable as a Custom Audiences to your Twitter (X) ads account. This allows you to create specific user groups that can be used for retargeting, exclusion, and/or expansion of paid-ads campaigns.

When you upload a Custom Audience, there's an initial processing period (that can take up to 48 hours), where Twitter (X) validate internal parameters for every user in this group (such as when they were last active on Twitter (X) and wether or not they opted in/out of ads on the platform). This allows Twitter (X) to then serve your ads to the validated accounts.

It is possible that not all of the users in your Custom Audience will pass the internal validation process. That is why you may notice that the final Custom Audience size is smaller than your originally uploaded list. If there are less than 100 users that pass the validation process, the audience will receive an "Audience too small" status. In these cases, Twitter (X) makes the Custom Audience unavailable for targeting to align with the user privacy policy.

Using a Custom Audience on Twitter (X)

To target or exclude the users in your Custom Audience, navigate to the Audiences module within the Targeting section of the campaign form on Twitter (X). After selecting include/exclude, search or browse the List dropdown to find the specific audience that you need. As a reminder, only audiences with the 'Ready' status in the Audiences Manager will be available here.

Once you’ve done adding your Custom Audiences, complete the remaining campaign setup steps and launch!

Audience Summary

To review your audience configuration or check the status of an audience upload to Twitter (X), switch over the the Summary tab. Here you will find your selected categories, smart contracts and/or any filter conditions that were set for this segment. You will also see the history and status of this audience upload to Twitter (X).

This is an overview of all the audience groups you have created within a single screen. You can search, filter and sort your audiences by name, status and even the contracts the audiences are based on.

Click on any audience to dive into the Audience Dashboard, where you can explore the audience’s specific on/off-chain characteristics.

Hover over any row to reveal the additional actions menu directly on your audience management page:

• Dashboard - redirecting you to the audience dashboard, which contains a full characteristics breakdown.

• Edit - to edit your audience parameters.

• Duplicate - allows you to copy the parameters of an existing audience into a new one, continuing to fine tune from that point.

• Rename - you can change the name of an audience at any point, including audiences that are currently used in live campaigns.

• Delete - delete an audience and remove it from the list.

Audience Manager Table