Targeting sexually active individuals within the LGBTQ+ community has historically been challenging because traditional audience categories to identify this group do not exist. To address this, Q1Media researched dating apps specific to the LGBTQ+ community to pinpoint an audience of dating and/or sexually active individuals vulnerable to contracting HIV and likely to have a need for the client’s product.

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A list of 11+ dating apps was curated to align with the client’s target audience. Through app downloads and retargeting, Q1Media identified Device IDs of active users (those who spent time on an app within the past 90 days) and matched them to IP addresses to build the desired audience for a CTV/OTT awareness campaign.

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To further refine the reach, Q1Media layered on additional demographic targeting and segmented the audience into English-speaking and Spanish-speaking groups. Given Maryland’s population size and to address potential scale challenges, the campaign was geo-targeted to both Baltimore County and the entire state of Maryland.