Meet our New Audience Segments

Your next customers are not just online. They move through the real world every day, visiting specific locations such as supermarkets, gyms, restaurants, and nightlife venues. These physical interactions reveal what people actually do, not just what they say or search for.

Understand Your Audience Based on Real-World Behaviour

By analysing foot traffic and movement data within these locations, we can identify patterns that indicate real interests, habits, and lifestyle preferences. This creates a reliable foundation for audience creation based on observed behaviour in the real world.

Meet our new Consumer Segments

At Spotzi, we translate movement data from specific locations into scalable audience segments at postcode level. Instead of targeting individuals, we aggregate behaviour from people who visit certain types of places and map these patterns to geographic areas.

This means that if a high concentration of people within a postcode frequently visits gyms, healthy food stores, or yoga studios, that postcode can be classified as an Active audience. The same logic applies to audiences such as Foodies or Social segments, based on the locations they visit.

The result is a set of privacy-friendly, location-based audiences that reflect real-world behaviour and can be activated at scale.

Built on Foot Traffic and Movement Data

Our audience segments are fully derived from aggregated foot traffic data and movement patterns within points of interest. We focus on understanding which locations people visit, how frequently they visit them, and how these patterns differ across areas.

This approach allows us to move beyond assumptions and build audiences based on actual observed behaviour within the real world. Each segment represents a concentration of behaviour within a postcode area, making it highly relevant for geographic targeting.

Which segments are available?

Currently, the following audience segments are available. This list will continue to expand with additional audiences over time.

Health & Wellness

• Active Fitness Enthusiasts
• Gym-Goers
• Healthcare & Supplements Buyers
• Healthy Eaters & Meal Planners
• Organic Food Shoppers
• Runners & Outdoor Sports Lovers
• Sports Club Members
• Wellness & Spa Seekers
• Yoga & Mindful Living

Food & Drinks

• Beer Drinkers
• Casual Dining Lovers
• Coffee Shop Regulars
• Fast Food Diners
• Fine Dining Enthusiasts
• Food and Related Items
• Food Delivery Customers
• Grocery & Supermarket Shoppers
• Nightlife & Club Goers
• Spirits & Cocktail Fans
• Wine Enthusiasts

*These segments are currently available in the following countries: Sweden, Norway, Denmark, the Netherlands, Belgium, Germany, France, Spain, the United Kingdom, Austria, Switzerland, Finland, and Italy.

Designed for OOH and Location-Based Targeting

Because these audiences are built at postcode level, they are particularly well suited for Out-of-Home and location-based campaigns. You can align your media placements with areas where your target audience is most strongly represented.

For example, you can activate a campaign in postcodes where Foodies are overrepresented, or focus on areas with a strong presence of Active consumers. This ensures your message is delivered in the right context and environment.

Privacy-First by Design

All audiences are built using aggregated and anonymised data. We do not track or target individuals. Instead, we identify behavioural patterns at a group level and translate these into postcode-based segments. This ensures that all targeting remains privacy-friendly while still being highly relevant and actionable.

Activate with Confidence

These audience segments are available today through Spotzi and can be activated for Digital Out-of-Home (DOOH) via Vistar Media.

Stop relying on assumptions. Start targeting based on real-world behaviour, derived from foot traffic and movement data, and activated at postcode level.