Name: Gravy Audiences
Author: Gravy Analytics

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Gravy Audiences is a location-based advertising audience solution designed to assist businesses in reaching engaged and in-market consumers for their digital advertising campaigns. According to the vendor, this software leverages pseudonymous mobile location signals and consumer behavior data to create precision advertising audiences. Gravy Audiences caters to businesses of various sizes, including small businesses and large enterprises, and is commonly used by advertising agencies, marketing professionals, retailers, e-commerce companies, and the hospitality and travel industry.

## Key Features

**Ready-to-Use Audiences**: Gravy Audiences offers a vast collection of ready-to-use audiences that can be quickly activated across major DSPs/DMPs and channels. These audiences are based on popular targeting segments, such as in-market behavior, lifestyle activity, interest group, and demographics, which the vendor claims allow advertisers to extend their reach across digital channels.

**Data Collaboration Audiences**: Gravy Audiences enables the creation of highly targeted advertising campaigns by utilizing multi-dimensional intelligence. The vendor states that data collaboration audiences are built by combining complementary datasets, such as location intelligence with demographics and user agent data, to create precise segments of consumers. This purportedly improves campaign performance and enables better personalization.

**Conquest the Competition**: According to the vendor, advertisers can specifically target consumers who have recently visited competing store locations to gain market share. By reaching out to consumers who have shown interest in similar products or services, businesses can potentially increase their chances of converting them into customers.

**Retarget Across Channels**: Gravy Audiences allows for the retargeting of consumers across mobile, connected TV (CTV), and social media platforms. The vendor suggests that advertisers can stay top of mind by reaching out to consumers who have previously visited their locations or engaged with their brand, potentially increasing the likelihood of repeat purchases or engagements.

**Regain Customers**: Businesses can engage lapsed customers who have previously visited their locations with tailored messaging to encourage a return visit, according to the vendor. By reminding these customers of their positive experiences and providing incentives, businesses may have the opportunity to regain lost customers and potentially increase customer loyalty.

**Path-to-Purchase**: Gravy Audiences enables businesses to reach out to consumers who are actively seeking complementary services or visiting related chains, as claimed by the vendor. By targeting ideal consumers who are engaging in similar activities before or after visiting their store, businesses may have the opportunity to increase their chances of attracting new customers.

**Engage Current and Prospective Customers**: Gravy Audiences enables businesses to engage both current and prospective customers with tailored messaging, according to the vendor. By targeting lapsed customers who have previously visited their locations, businesses can encourage a return visit and re-establish a connection. The vendor also suggests that this feature helps businesses attract new customers by establishing new behavioral patterns and affinities.

**Convert Online Consumers**: According to the vendor, Gravy Audiences allows businesses to re-engage brand loyalists while attracting new customers. By targeting online consumers who have expressed interest but have not yet visited a physical store, businesses can potentially encourage them to make a purchase or visit a location, bridging the gap between online and offline consumer behavior.


Gravy Audiences, from Gravy Analytics headquartered in Dulles, designed to help reach more engaged consumers & improve ROI for advertising campaigns with location-based advertising audiences.

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