Audience filters: reaching the right neighborhoods

What the filters are

Audience filters use official census data about the neighborhoods around each screen. You can filter on:

• Household income bands
• Age presets (for example 18–34, 25–54, 55+)
• Families: share of households with children
• Education: share of adults with a degree
• Preset segments that combine the above

Turn a filter on and screens whose surrounding area does not match are removed from the plan.

What the data describes

Census data describes the people who live around a screen, not the people who walk past it at any given moment. That is a meaningful signal — a screen in a young, high-income suburb is seen by a different mix than one in a family suburb — but it is resident composition, not observed audience. Reports describe it the same way.

Where filters are available

Where a screen has no census profile, it stays in the plan at the market-average audience share rather than being dropped.

Using filters well

• Filters cost reach. Each one removes screens. Add them one at a time and watch the forecast.
• Pair with locations, not instead of them. Filters refine an area; they cannot find you an audience across a whole country.
• Check the resident mix in your report. Campaign reports show the age mix of residents around your screens, so you can see how a filter changed the profile you bought.