Bloc Audiences – How to Choose Them

Bloc audiences refers to who you’re going to target with your ads

In the world of digital advertising, the “who” is just as important as the “what.”

You could have the most enticing offer in the world, but if it’s being shown to someone 500 miles away who has no interest in your industry, your budget is essentially evaporating.

At Bloc, we’ve built an ads manager designed specifically for the hospitality and events industry (but we welcome other industries too).

Because our app is centered around rewarding people for physically attending venues and connecting them before they arrive, our audience data is uniquely grounded in real-world movement.

Choosing the right audience on Bloc isn’t just about ticking boxes; it’s about aligning your business goals with the actual habits of our users.

Here is your guide to mastering Bloc Audiences.

1. Start with the “Where” – Location Targeting

Since Bloc is a location-based social app, geography is the foundation of your campaign.

You have two primary ways to define your reach:

• The Radius Tool: Perfect for local bars, restaurants, or “tonight only” events. You can drop a pin on a map and set a specific radius. This ensures you are only reaching people within walking or a short driving distance – those most likely to actually check in.

• The List Selection: If you are a national brand or a festival organizer looking to attract people from specific boroughs or cities, you can select defined areas from Bloc’s pre-set list.

Pro Tip: If your objective is “App Installs,” consider targeting areas known for high foot traffic or nightlife hubs, even if your venue isn’t located exactly there, to capture the attention of “city explorers.”

2. Refining the Demographics – Age and Gender

Once the location is set, you need to ensure the “vibe” of your ad matches the user.

• Age Range: Are you a student-friendly dive bar or a premium wine lounge? Setting a specific age range ensures your creative resonates. On Bloc, users are highly active in the 18–35 bracket, but we see significant engagement across all adult demographics looking for social connections.

• Gender: You can choose to show your ads to Males, Females, or both. This is particularly useful for gender-specific promotions, such as “Ladies’ Night” events or targeted grooming/lifestyle brand activations.

3. Interest vs. Behaviour: Tapping Into Real-World Data

This is where Bloc Audiences truly stand out from traditional social media.

Because our users “check in” to earn rewards, we know where they actually go, not just what they “like” on a screen.

Interest-Based Targeting

Interests on Bloc are derived from past check-in history.

• Example: If you select “Chinese Restaurants” as an interest, your ad will be shown to users who have physically checked into a Chinese restaurant in the past using the Bloc app.

• Why it works: It proves a pre-existing preference. You aren’t guessing if they like Chinese food based on a page they followed three years ago; you know they enjoy it because they were there.

Behavioural Targeting

Behaviour looks at how a user interacts with the world and the app.

• The “Power User”: You can target users who “check in a lot.” These are your “social butterflies”—the highly active users who are motivated by rewards and are most likely to influence their friend groups to join them at a new spot.

• Device-Specific Behaviour: For certain objectives, you can even target based on the hardware in their hand.

4. Aligning Audiences with Your Objectives

Your choice of audience should change depending on what you want the user to do. Bloc’s Ads Manager allows you to optimize for specific goals:

The Venue & Event Check-in Objective

If your goal is to get people through your doors right now, use Competitive Targeting.

Strategy: Target users who have checked into “similar venues” to yours. If you run a boutique cocktail bar, target people who have recently checked into other cocktail bars or high-end lounges in your city. You are reaching an audience that is already “out and about” and has a proven interest in your category.

The App Install Objective

If you are promoting a digital product or a new feature, you might want to look at Technographic Data.

• Device Targeting: You can narrow your audience down to specific hardware, such as iPhone 16 users. This is incredibly useful for tech brands or apps that require the latest OS to function perfectly. It also serves as a proxy for targeting users who are likely early adopters of new technology.

5. Summary Table – Choosing Your Strategy

 

Business Type	Recommended Interest	Recommended Behaviour	Best Objective
Local Pub	Beer Gardens / Pubs	High Check-in Frequency	Venue Check-in
New Tech App	Tech & Gadgets	Latest Device (e.g., iPhone 16)	App Install
Nightclub	Live Music / Nightclubs	Weekend “Power Users”	Venue Check-in
Fine Dining	Premium Eateries	Frequent Travelers	Venue Check-in

Final Thoughts

Choosing a Bloc Audience is about moving away from “proxy data” (what people say they like) and moving toward “action data” (where people actually go).

By combining precise location tools with check-in-based interests, you can ensure your ad spend is always converted into real-world footfall.