Target Based on Interest with Affinity Audiences

By targeting an affinity audience—or those who have a strong interest in a topic—your institution can get prospective students to take action. Affinity audience targeting starts with a category and then adds on specific demographics, like age, location, etc. so that you can engage your best-fit students.


How Affinity Audiences Work

Imagine you could target prospective students who have an affinity for a specific topic. With affinity audience targeting, you can reach teens based on their behaviors and interests.

For example, let’s say your college wants to advertise your sports medicine program. By targeting prospective students with an affinity for sports and fitness, your institution can encourage this audience to take their love of sports to the next level with your program.

Because affinity audience tactics allow for narrow targeting based on interests, you’re more likely to get prospective students to take action as they have a love for the topic you’re advertising to them.

Creative Examples

New England Institute of Technology

The New England Institute of Technology used affinity audience advertising to target prospective students who have an interest in technology. As an institution with hands-on tech-based programs, the choice of a video game visual further entices that interest group to take action.

University of Nebraska-Lincoln

The University of Nebraska-Lincoln used a static ad that led to a video-based landing page to reach students with an interest in their media programs. By further watching their day-in-the-life video, prospective students can better understand what it’s like to be a current student in their program.

Related Tactics

Engage with prospective students using the right creative at the right time on the right channels with Encoura’s Digital Solutions.

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