Boost Branding with Shopee Homepage Display Services: A New 'Audience Customization' Strategy

Previously, Homepage Display from Shopee was often described by sellers as 'burning money' because it only offered mass display, but this month's latest update has completely changed the approach.

As a long-time marketplace marketer, I consider the recently launched feature 'Audience Customization' to be the key to helping Shopee Mall stores move from merely 'buying impressions' to 'buying potential customers'. Below are the analyses and strategies I would like to share.

1. Why Is This Feature a 'Gold Mine' for Shopee Mall?

Previously, homepage banners were about reach and awareness. Now, with the new feature, you can control who AI displays the banner to. Shopee offers 3 targeting levels that you need to understand before deciding how to spend:

• Broad Reach (Mass): The previous approach. Suitable when launching mass-market products that anyone can use.

• Advanced Reach (Recommended): The system uses algorithms to find people predicted to be interested in your shop or a competitor's shop. This is a highly professional and effective way to 'win' traffic from competitors.

• Audience Customization (Custom Audience): Choose gender, age and preferred categories yourself. Suitable for niche products (for example, anti-aging cosmetics targeting only women >35 years old).

2. Smart Budget Strategies (Expert Tips)

When setting up a campaign, the 'Expected Results' panel adjusts CPM (cost per 1000 impressions) according to audience depth. Premium fees apply to the 2 advanced options.

My advice:

• Do not hesitate to pay premium rates if you sell high-ticket items. Reaching people who can buy helps CTR (click-through rate) surge, offsetting the higher CPM.

• If your budget is limited, split the campaign into stages. Run 'Advanced Reach' during teaser days before the sale to build the funnel, then run Mass targeting on D-Day (Mega Sale) to generate a surge in orders.

3. Measure Effectiveness Beyond Revenue

Do not look only at immediate GMV. For display services, open Seller Center > Shopee Ads > Display Services to view reports. Compare campaigns using 'Custom' and 'Mass' targeting to find the winning formula for your brand.

⚠️ Critical Note: This feature is currently available only to Shopee Mall.