Here Are The Four Best Audience Segments for Your February Campaigns

February is here, and with it comes the perfect chance to align your ads with the seasonal trends and consumer behaviors that shape the month.?

Whether it’s sports fans preparing for the return of their favorite teams or DIY enthusiasts diving into indoor projects, understanding who’s paying attention—and how to engage them—is key to maximizing your impact as we head into the final stretch of winter.?

Audience #1: Baseball Fans

Why Now?

Baseball season is just around the corner, and fans are already buzzing about the return of America’s favorite pastime. February marks the start of Spring Training, and the excitement for the MLB season is starting to build. Baseball fans are in full preparation mode, whether they’re tuning in for pre-season games or engaging in off-season conversations about their favorite teams and players.?

The 2024 MLB opening night on ESPN drew 1.82 million viewers, marking the second-highest opening day audience since 2020, showing just how eager fans are to get back to the action. Their enthusiasm and loyalty to the sport make them a highly engaged audience, ready to connect with brands during this exciting time.

Best Targeting Strategies

• CTV Ads During Pre-Season Games: To capture fan attention, target viewers who are watching live games or pre-season content on streaming platforms like YouTube TV, Hulu, and Sling. This is where fans will be glued to their screens, and your brand has a prime opportunity to connect with them in real time.?
• Interest-Based Targeting: Interest-based targeting makes it easy to find fans of MLB teams, sports forums, and baseball-related content. Engage with those who interact with baseball content on social media or participate in online communities.?
• Creative Focus: The excitement of Spring Training and the anticipation of the new season provide the perfect backdrop for your creative. Whether you’re celebrating their team spirit or tapping into the energy of the upcoming season, your ad content should reflect the enthusiasm surrounding this time of year.

Audience #2: Home Owners

Why Now?

Many homeowners are already considering home improvements and renovations for the remainder of the year. Whether it's sprucing up the yard, tackling indoor projects, or upgrading appliances, homeownership is top of mind as many are looking to either enhance their current living space or explore the ever-changing market for investment opportunities.?

The home improvement market is projected to grow by 1.2% in 2025, indicating a modest increase in spending on home renovations and repairs. With home values fluctuating and market conditions evolving, this audience is ready to act.

Best Targeting Strategies

• Data-Driven Targeting: Our first-party data helps you target homeowners based on key details like the age of their home, when they bought it, and its value. This helps you reach the right people who are most likely to invest in home improvements or upgrades, making your message more relevant.
• Seasonal Campaigns: With the changing seasons, now is the time to focus on campaigns related to home projects, energy-saving solutions, or preparing for the spring real estate market.?
• Platform Recommendations: Homeowners often turn to digital platforms like Facebook and Instagram for inspiration. These social media channels are the perfect space to connect with homeowners actively researching, planning, or discussing their next move.

Audience #3: Auto In-Market

Why Now?

These first few months of the year are ideal for those considering the long-term benefits of a vehicle purchase. As people finalize their tax returns and anticipate new car models hitting the market, many are eager to make a purchasing decision sooner rather than later.?

With interest rates remaining relatively stable and promotions encouraging early sales, this is the perfect month to start targeting those ready-to-act consumers

Best Targeting Strategies

• Target Ready-to-Act Consumers: Focus on consumers who are looking to make a purchase soon. Reach consumers who are actively finalizing their decisions, considering vehicle options, or awaiting new models. Your ads can help influence their choices in the right direction.
• Retargeting Campaigns Keep your brand in front of consumers who’ve previously interacted with car dealerships, review sites, or automotive content. This ensures you stay top-of-mind for those still in the consideration phase and nudges them closer to making a purchase.
• CTV/OTT Ads: Place ads on platforms like Hulu or YouTube TV during car-related content, sports events, or shows that attract consumers in decision-making moments. TV ads capture attention and provide an opportunity to drive action.

Audience #4: DIY Enthusiasts

Why Now?

As the winter chill sets in, DIY enthusiasts are embracing the colder months by diving into a variety of indoor projects. Whether it’s home improvement, crafting, or creative decorating, this is the time of year when many take on their most ambitious ideas.?

In recent years, homeowners' spending on DIY projects and furniture has grown by 44%, driven by factors such as the rise in working from home, an uncertain financial climate, and long waiting times for tradespeople.

This "do-it-yourself" boom shows no signs of slowing down, making the winter and early spring months ideal times to engage this eager, hands-on audience.

Best Targeting Strategies

• Content Engagement: Connect with DIYers through blogs, YouTube tutorials, or social media platforms where they seek project ideas.
• Seasonal Campaigns: Highlight tools, materials, or project ideas that align with what DIYers hope to accomplish during the winter months—whether it’s organizing, updating home decor, or starting a new hobby.
• Inspire Action: Don’t just show products—show how they can be used. Use how-to tutorials, customer stories, or before-and-after transformations to spark enthusiasm and give DIYers the tools and ideas they need to start their next project.

Connecting Brands to Real People, the BRIDGE Way

Through our people-based, first-party data solutions, we help businesses target unique audience segments with precision. Our data-safe audiences ensure you confidently target real consumers while prioritizing privacy and ethical data collection.?

By leveraging our comprehensive audience insights, you can deliver tailored messaging that resonates with your target audience and delivers impactful results.

Let us help you refine your strategies to drive growth.