Persona

A persona is a fictional, research-based profile that represents a specific target audience or customer type. It describes characteristics such as age, occupation, goals, needs, motivations, challenges, media consumption habits, and interests.

Personas are developed using customer research and data, including socio-demographic information, interviews, customer feedback, CRM data, website and app analytics, and other behavioural insights. Increasingly, AI-powered analysis is also used to identify patterns and audience segments. The better the available data, the more realistic and actionable a persona becomes.

For publishers
Personas help publishers tailor their content, services, and user experiences more effectively to the needs and interests of their target audiences.

For advertisers
Personas provide valuable insights into the needs, motivations, and media consumption behaviour of potential customers. These insights support the development of value propositions, creative concepts, audience segmentation, personalisation, and the selection of the most appropriate media and channels for a campaign.