Apr 1, 2021

Audience Spotlight: COVID Vaccine Audiences

Author: Deep Root Analytics

Over a year into the COVID-19 pandemic, we continue to see messaging across nearly every industry adapt and incorporate COVID vaccine talking points. We know that being able to target your messages to audiences who are most likely to be receptive to these messages is critical, and we recently rolled out relevant segments in our audience refresh to help you achieve that:

  • Will Take COVID Vaccines – Individuals who plan to get a COVID vaccine when available to them.
  • Will Not Take COVID Vaccine – Individuals who do not plan to get a COVID vaccine.
  • COVID Vaccine Persuadables – Individuals who have not decided whether or not to get a COVID vaccine and are receptive to messages both for and against getting vaccinated.

These topical and scalable audiences can be targeted at every phase of your paid media campaign and leveraged across all screens – including addressable television, over-the-top and connected TV, programmatic digital, social channels, and peer-to-peer texting. To learn more about how you can activate these premium audiences for all of your paid advertising, please contact Nate Romberg, Deep Root’s Sr. Director of Partnership Sales, at [email protected].


Not leveraging our COVID vaccine audiences? Take a look at our full standard taxonomy to discover other audiences that might be helpful to your ongoing audience targeting efforts. Deep Root has extensive experience in building highly-scalable audiences that can be targeted across all screens – from linear television to Advanced TV and traditional digital. Deep Root audiences can be leveraged across multiple verticals — including corporate reputation, public affairs, issue advocacy, and political — and are always anonymized in order to protect privacy and identity.