The importance of audience profiling

As media planners, we will help you reach your target audience, whoever they may be. But, before we do, we want to know as much as possible about who they are.

We look at the relevant demographic information but, where possible, we also look for more detail. Effective audience profiling will save you money (across your whole marketing activity) and time while helping us to get your brand in front of the right people, at the right time, the right number of times.

Why profile?

Customer profiling provides much-needed structure to a marketing plan. It helps you (and us) understand what the ideal customer is looking for, what matters to them most, and how best to speak to them. It also helps to remove us from our own natural bias and assumptions of an audience. Objective data speaks louder and with more authority than hunches and vague psychological reasoning by us or you.

This focus on empirical data over subjective reasoning will help with every step of the campaign, from the creative right through to buying media placements and assessing outcomes.

What is profiling?

Audience profiles aren’t the same as demographic information.

While demographics usually provide the key dimensions that advertisers seek (age, location, gender, etc.), profiling, groups these dimensions, along with other elements (psychographic/behavioural for instance) to create the ideal customer profile.

For example, being able to reach men aged 25 – 35 years old might have a certain value to a brand, but being able to reach men aged 25 – 35 with children at home will have far more value to manufacturers of toys. Having a complete profile then allows us to ascribe value to each dimension; it might, for instance, be vital (a primary trait) that the audience is comprised of mostly car owners and also (although less important; a secondary trait) that the audience is female.

Now we have a coherent profile that can be specifically targeted in a variety of ways.

How to build a profile

As we’ve said, data must serve as the basis for creating a profile. It means everyone involved can trust in the profile (and therefore the audience) we’ll be working to reach as it’s based on fact.

We get this data from a few sources, such as Experian, YouGov, Statista, and data collected by the client. We even feed our own data into some profiles if we have collected relevant information in previous campaigns. But it’s all empirical data and it’s all fact.

Audience profiles aren’t the same as demographic information.

To sum up, audience profiles, and the values ascribed to their traits (audience valuation), give us a clear, objective group to target for every campaign.

We construct these profiles using data, either collected by third parties, by us, or by you, the client, and we use them as the fundamental basis of all campaign activity.

We do this because audience profiles allow us to remain objective in our media planning and buying strategy and create campaigns based on fact rather than speculation. All of this adds up to increasing the likelihood of reaching the right audience and creating those all-important results.

If you’d like help with any aspect of audience profiling, get in touch and speak with one of our media planners and buyers today.

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