Audience Segmentation and Insights
Audience segmentation groups people by shared characteristics to help a media team understand who a campaign is intended to reach. ATD Partners uses audience research and persona mapping as part of its media-planning approach.
A useful audience brief connects what is known about a group with the decisions an agency needs to make: what to communicate, where to explore media opportunities and which assumptions need more evidence.
Understand the Audience Before Selecting Media
Begin with the business question. A campaign seeking to introduce a destination may need a different research brief from one explaining an established service.
The purpose of research is to turn information into a clearer planning decision. Keep observed information separate from hypotheses about why an audience might respond. A persona is a planning aid, not a complete description of every person in a group.
Persona Mapping
Persona mapping organizes audience characteristics into a form that creative and media teams can discuss. It can help a team examine interests, content preferences and media habits in relation to the campaign's message.
Use the research to identify questions worth testing. Do not treat a descriptive profile as proof that an audience can be reached through a particular platform or placement.
From Research to Media Planning
Audience understanding informs media strategy and channel selection. An insight helps explain a choice; an activatable segment requires a separate assessment of the data and media options available.
Campaign performance is a different layer of evidence. Reporting and analytics examines what happened after activation, rather than substituting for the audience research that informed the plan.
ATD’s AI insights tool
Meet Albert
Albert gathers data from a variety of platforms and public censuses, then enriches that data through our own algorithms and third-party sources and provides unique insights in one consolidated report.
Uncover key insights into your competitors’ strategies, understand your customers’ visitation, and learn more about your ideal consumer.
- Define your audiencePersona mapping across nine sections of in-depth data.
- Identify media placementsTurn the research into digestible, actionable insights that guide channel selection.
- Activate your campaignsSeamlessly push Albert segments into our systems to target the right audiences with precision.
Understand your audience
Understand who your audience is and gain actionable, in-depth insights into their online behavior - helping us build a more effective strategy. You can even discover new growth segments within your audience that you may not have been previously aware of, enabling you to personalize your messaging and improve engagement.
Persona mapping
Users are broken down into nine sections of in-depth data on your audience.
- Demographics
- Socioeconomics
- Influencers & Brands
- Interests
- Media Affinity
- Content
- Personality
- Buying Mindset
- Online habits
Start with the Question You Need to Answer
Describe your audience-planning challenge and the decision it needs to support. That gives the conversation a practical starting point without assuming a predefined report or dataset will answer every question.
Discuss audience segmentation and insights
Bring your objective, audience brief and current media needs. We reply by email to scope the work that fits your team.
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