Living Personas: Consumer segmentation designed for media activation

Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

The legacy segmentation model was simple. Lifestyle and socio-demographic audiences would be translated into buying audiences against which we would optimize. Broad buying audience definitions limited  the utility of more precise audience segments. Often too precise definitions led to minimal reach and challenges to measure any effect.   The emergence of addressability has enabled a near infinite choice of audiences, but there continues to be a mismatch in the approaches between planning and buying audiences.

Personas make audiences more addressable –...

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