Which targeting option is best for achieving brand awareness?

Analysis of Correct Answer(s)

• Affinity: This targeting option is the best choice for brand awareness. Affinity audiences are broad groups of users categorized by their long-term interests, passions, and lifestyles (e.g., "Foodies," "Sports Fans"). This allows you to reach a large, qualified audience at scale, similar to a traditional TV or print campaign. The primary goal is to introduce your brand to a wide yet relevant group of potential customers who are likely to be interested in your offerings, making it ideal for top-of-funnel marketing objectives like building awareness.

Analysis of Incorrect Options

• Remarketing: This option targets users who have already interacted with your website or app. It's a powerful tool for re-engaging an audience that is already aware of your brand, making it better suited for driving conversions or loyalty, not for generating initial brand awareness among a new audience.

• Custom Intent: This allows you to create highly specific audiences based on keywords, URLs, and apps they have recently engaged with. It targets users with active purchase intent, making it a consideration or conversion-focused tactic, not a broad awareness play.

• In-Market: This option targets users who are actively researching and are "in the market" to purchase a specific product or service. Like Custom Intent, it's a lower-funnel strategy designed to capture users with high purchase intent, which is more focused on driving sales than building broad brand awareness.