Dollar General is in a unique — and valuable — position. Quite literally. You see, approximately 80% of its stores are in rural America, serving communities of 20,000 people or less. With over 20,000 stores in the US as a whole, that's a pretty big audience you could be missing out on.
Surely, you ask, these audiences fall into broad demographic targeting segments? Good question, one we were keen to answer.
So, we did our research. We wanted to see exactly how many of the Dollar General audiences were missing – and therefore not reachable – within broad demo segments. Put another way, how many additional new customers could you reach by targeting Dollar General segments, compared to just demo? Here’s what we discovered.
Our Methodology: Breaking down the audience by popular segments
First, we selected and analyzed a handful of the largest Dollar General segments: including Toothpaste, Baby and Toddler, Snacks and Cookies, Hand and Body Lotion, Chocolate Candy, and Soda.
Next, we ran an overlap analysis to compare those segments to a generic superset of Adult (25-54) segments made up of over 1 billion users. This would show us how many IDs in the Dollar General segments are truly incremental and absent from the broad demo segments.
The Results: You're missing out on nearly 50% of DG's hard-to-reach rural customers
On average, we found that a staggering 46% of Dollar General's audience IDs were not present in the Adult 25-54 segments we analyzed.
In other words, if you only buy broad based demo segments through third-party data providers, you are missing out on the potential to target and engage with tens of thousands of harder-to-reach customers that can only be found through Dollar General's deterministic purchaser set.
Want to activate Dollar General Audiences in your campaigns?
All The Trade Desk advertisers have the ability to request access to Dollar General audience segments. Regardless of whether you’re trying to reach a broad audience in the US or driving sales in rural communities, Dollar General's unique data set can be leveraged to help increase performance and reach otherwise harder-to-reach consumers.
To learn more about how to do this, fill out the form below to reach your account teams at The Trade Desk and DG Media Network.