“Essentially, we’ve discovered there are four archetypes of news consumers,” Kyoo Kim, vice president-sales NBC News Digital, explained in an exclusive interview with Online Media Daily unveiling the new persona-based targeting concept.
“Why does this matter to advertisers?” he continued. “Because focusing on behavior vs. demographics gives our customers better insights into the tendencies of our viewers.”
Advertisers and agencies are now realizing the power of personas. And they're not the traditional demographics. Read more about "Always On," "Reporters," "Skimmers," and "Veterans."
Are you using personas? Are they focused on type of use or type of demographic?