Robert manages a website that sells sporting goods. He wants his products to be featured in various online sporting publications while potential customers are researching and comparing different football brands online. Which option will help Robert influence customer consideration?

Analysis of Correct Answer(s)

• In-Market audiences is the correct answer because it is designed to reach users who are actively researching and demonstrating a strong intent to purchase a specific product or service. The question highlights that customers are "researching and comparing different football brands," which directly describes the behavior of an in-market user. By targeting this group, Robert can effectively influence their consideration during a critical phase of the buying journey.

Analysis of Incorrect Options

• Affinity Audiences: This option targets users based on their long-term passions and interests (e.g., "Sports Fans"). It's more suitable for building top-of-funnel brand awareness rather than reaching people with immediate purchase intent.

• Custom Affinity audiences: While more specific than standard Affinity audiences, this option still focuses on users' general interests and habits, not their active, short-term intent to buy a product.

• Demographic retargeting: This is not the best fit. Retargeting focuses on users who have already visited Robert's website, which isn't mentioned in the scenario. Furthermore, demographic targeting alone is too broad and does not capture the specific buying signals needed to influence consideration.