AirPersona: Precise consumer targeting with Airnow Media

Date

08/02/2022

Written by

Airnow

Over the last few decades, consumer behaviour has become increasingly diversified. The range and availability of online material has led to a dissolution of what were once tangible demographic boundaries.

Instead, we have something entirely different.

Consumer habits are changing

Consumers no longer conform to demographic groups. 23-year-olds like to knit, and 79-year-old grandmas play Candy Crush on their smartphones. You see? Consumers nowadays are not so easily defined by their identities and behave in ways that defy our long-established views of how they should behave.

So why target consumers using metrics that don’t apply anymore?

By only using demography, you aren’t accurately targeting your audience. Consumers can be divided in so many different ways, allowing for far more accurate ad targeting than you would get with standard demographics. In order to access the right audience, advertisers need a way to carve out accurate, and genuinely useful, categories from consumer data.

Introducing AirPersona from Airnow Media

Thankfully, there’s now a solution. AirPersona allows you to go beyond oversimplified, and often irrelevant, consumer demographics. By targeting specific online personas using collated data, we can make sure your ads reach those who truly need you.

What is a persona?

Personas are psychographic characters that shape our emotions and decision-making. Different online habits combine to form different targetable personas that, compared to conventional demographics, offer much more specific and realistic depictions of consumers. Grouping consumers based on personas maximizes the effectiveness of your advertising by identifying and then grouping consumers by specific behavioural traits.

Take Mary, for example. Let’s say she’s a 38-year-old mother of two who works as a paralegal. She loves Korean drama and photography, and prefers shopping online. Do all of these characteristics fit neatly into a single demographic category?

The answer is no.

Mary’s consumer identity can be divided into several different persona profiles. On the one hand, she can be described as an ‘aspiring lawyer’; with legal exams approaching, her work is stressful and her time is precious. On the other hand, she is a ‘mother of two’, which means the health, education, and care of her children probably come before herself. She is also a ‘homemaker’ - she enjoys a sense of belonging, responsibility and security within a loving environment. Along with all of this, she has her ‘leisure self’, with her love of Korean drama, photography and online shopping allowing for self expression, self care and the fulfillment of emotional experiences.

That’s quite a lot to cram into a single category. How will an algorithm be able to target Mary if the demographic criteria is so vague? In order to reach Mary, a different lens needs to be applied in order to look beyond these limitations, and to get proper results.

That’s where AirPersona comes in.

How do we do it?

User engagement on apps, sites and e-stores is what drives AirPersona. By collating this behavioural data, AirPersona can create audiences based on ‘consumer needs’ that can be refined and retargeted, maximizing the efficiency of your advertising.

This allows for the effective targeting of Personas on Google’s Audience Manager, Floc extended audiences and DSP’s App profile audiences.

Why use AirPersona over demographics?

Targeting consumers based on what they need, rather than who they are, will always yield far better results. Demographics no longer achieve the function that they once did, and the only way to overcome this shift in behaviour is to apply a new persona-driven lens.

For more information about Airnow Media and AirPersona, feel free to get in touch. You can also visit our website: https://airnowmedia.com/