Audience

What is an Audience?

An audience represents the group of individuals who attend or engage with a webinar, whether live or on-demand. Within the ON24 Platform, audiences are central to engagement — encompassing attendees who interact in real time, as well as those who access the session later through replay links or on-demand experiences.

B2B marketers can also define an audience more broadly as the professionals targeted in a marketing campaign. For example, if a team is producing a continuing education webinar for lawyers, the campaign’s promotional messaging would focus on legal professionals’ pain points, learning needs, and continuing education requirements. Understanding this target audience enables marketers to craft tailored messages that speak directly to their interests and challenges.

Why it matters

• Improves content relevancy: Knowing who your audience is allows marketers to create personalized, value-driven webinar content.
• Enhances engagement: Helps structure interactive elements such as polls, Q&A sessions, and surveys that appeal to different audience types.
• Drives campaign efficiency: Focused audience targeting ensures resources are directed toward the most qualified and interested participants.

How it’s used

• Segment audiences into live and on-demand attendees to develop personalized engagement strategies for each group.
• Use registration data and analytics from ON24 Webinars to understand attendee profiles, industries, and job roles.
• Design polls, quizzes, and interactive elements that encourage participation and maintain attention.
• Build targeted marketing campaigns that align webinar topics with audience pain points, behaviors, and business goals.
• Conduct audience research using surveys and questionnaires to refine personas and improve content targeting.

Key benefits

• Personalized experiences: Enables marketers to tailor event content and follow-up communications to attendee needs.
• Higher engagement rates: Promotes participation through audience-specific interactive tools and messaging.
• Stronger lead quality: Attracts more relevant audiences who are likely to convert into prospects or customers.
• Strategic content development: Guides the creation of webinars, campaigns, and resources that align with audience interests.
• Performance optimization: Uses first-party engagement data to measure effectiveness and refine audience segmentation.

Frequently Asked Questions

1. What is an audience in the ON24 Platform?
   • An audience refers to the individuals who attend or engage with webinars, whether live or on-demand. It can also refer to the professionals targeted in marketing campaigns promoting those events.
2. Why is understanding your audience important?
   • Knowing your audience allows marketers to deliver more relevant, engaging, and actionable content tailored to their needs and preferences.
3. What types of audiences exist in webinars?
   • ON24 distinguishes between live audiences, who participate in real time, and on-demand audiences, who view content later but can still engage through surveys or downloads.
4. How can marketers learn more about their audience?
   • By collecting data through registration forms, post-event surveys, and engagement analytics, marketers can segment their audience and refine content strategies.
5. How does audience targeting improve marketing performance?
   • Audience targeting ensures that marketing messages reach the right people, leading to higher attendance rates, stronger engagement, and improved ROI.

Editorial & Methodology Notice

This glossary entry was created by the ON24 Editorial Team using verified 2025 ON24 benchmark data, platform analytics documentation, and first-party reporting standards aligned with EEAT principles. Updated: October 2025.