audience persona - i.l.inmobicdn.net · inmobi audience personas are defined using multiple...

AUDIENCE PERSONA

BIGDATA

P O W E R H O U S EB I G D A T Aa

Of data/day from 30K+ apps in a privacy-compliant manner700TB

SDK

WE CRUNCH

HIGH QUALIT

GET CLOSER TO REAL CUSTOMERS WITH OUR

RICH, MULTIDIMENSIONAL AUDIENCE PERSONAS.

twitter.com/inmobi facebook.com/inmobi www.inmobi.com/brands/audience

To offer Deep data sciencesfor your brand, we have a large SDK footprint (70%+ SDK penetration / 95% on IX) that gives us pristine data on user behavior, demographics and App preferences.

InMobi Audience Personas are defined using multiple dimensions.This equips marketers with the deepest understanding of mobile audiences available today.

DEMOGRAPHIC DATA

Age, Gender, Household Income (census), Ethnicity (census)

USER INTENT

The categories of ads they have engaged with over a period of time, which allows us to identify their preferences

APPOGRAPHIC DATA

The different categories of apps they engage with, and the varying levels of engagement across these apps

TECHNOGRAPHIC DATA

Information about the device, preferred language settings, operating system and carrier

LOCATION HISTORY

Information about the user’s physical location (GPS & WiFi-based) over a period of time, allowing us to understand their journey and preferences in the brick and mortar world.


HER INTERESTS

KAYLATraveller

Kayla typically travels at least 600 miles from her home at least 4 times a year.

Mike is an Auto Enthusiast - frequently uses auto related apps. He's also looking for a new car: he has a recent location history of visiting car dealerships.

MIKEAUTO


Hotel Offers

R

Car Rental Vacation Packages

Airline Offers

Tourism Services

HIS INTERESTS

New car launches

Car Dealerships

Auto Parts and Accessories

CarEvents

N

spends her leisure time at social entertainment venues. She has a location behavior pattern of visiting places such as movie theaters, music and show venues, bars, nightclubs, cafes, karaoke bars, pool halls, and other similar places.

ERICAENTERTAINMENT

patterns indicates of visiting ATMs and places that offer

JOEFINANCIAL


HIS INTERESTS

Accounting Banking Fundraising InvestmentHealthInsurance

HER INTERESTS

Alcoholic beverages

CPG FashionRetails

QSRFilmStudios

+

is frequently going to superstores, discount retailers, and other big box retailers.

JANEShopper

is frequently using apps belonging to sports related cat-egories. His location history also shows he enjoys at-tending live sports events.

STANSPORTS


HER INTERESTS

Fashion and Lifestyle

Luxury Brands

CPG BankingHealth & Fitness

HIS INTERESTS

SportsEvents

SportsBrands

Traveling HealthInsurance

Health& Fitness

+

SEGMENT NAME Description

This segment reaches consumers that frequently use apps belonging to categories such as Automotive, Racing, Men’s Interest etc.

histories over-index for these categories (vs. baseline average).This segment is particularly powerful for Auto and Auto-accessory brands that wish to promote their new auto models/ accessory products.

AUTOMOTIVE ENTHUSIASTS

This segment reaches consumers that are likely to be interested in purchasing or leasing a new or pre-owned vehicle.In-Market Auto Buyer consumers have a recent location history of visiting car dealerships.After three months without activity at auto dealerships, consumers are removed from the In-Market Auto Buyer segment.Statistical algorithms continually process location patterns of In Market Auto Buyers to better understand who they are, where they spend their time, and continually strengthen the segment.

segment.

IN MARKET AUTO BUYER

This segment reaches users in the Millennial age range (18-34) who frequently use apps belonging to categories such as Entertainment, Magazines, Music, Video etc.

app-usage histories over-index for these categories (vs. baseline average).

MILLENNIAL ENTERTAINMENT SEEKERS

This segment reaches consumers that spend their leisure time at social entertainment venues.These consumers have location behavior patterns of visiting places such as movie theaters, music and show venues, bars, night-clubs, cafes, karaoke bars, pool halls, and other similar places.This segment includes people whose real world location histories index highly for the above places.Brands use this segment to reach consumers that have a socially active lifestyle, including nightlife activity and spending time in various social settings.Statistical algorithms continually process location patterns of Entertainment Enthusiasts to better understand who they are, where they spend their time, and continually strengthen the segment.Customers that commonly use this segment include major autos, alcoholic beverages, CPG, Film Studios, and retail.

ENTERTAINMENT ENTHUSIAST

This segment reaches users who have installed apps belonging to categories such as Audio and Video Entertainment on their devices.

AUDIO-VIDEO ENTHUSIASTS


DEEP DIVE: LIST OF PRE-BUILT SEGMENTS AVAILABLE FROM INMOBI

Consumers are considered Moviegoers if they frequently are seen at movie theater and cinema locations, indicating that mov-ie-going is a common recreational activity.This segment includes people whose real world location histories index highly for movie theaters.On average, consumers in this segment visit movie theaters at least 1 time per month.Statistical algorithms continually process location patterns of Moviegoers to better understand who they are, where they spend their time, and continually strengthen the segment.The Moviegoer segment is particularly powerful for studios looking to drive consumers to theaters surrounding movie releases as it targets not just entertainment lovers, but consumers who frequently go to the movies.

MOVIEGOER

This segment reaches consumers in the working age bracket (21-54 years) that frequently use Finance apps.

histories over-index for this category (vs. baseline average).

product or product extension.

FINANCE APP USERS

accounting, banking, investment, loan and mortgage, student aid, fund raising, and other services.This segment includes people whose real world location histories index highly for the above places.

product or product extension.Statistical algorithms continually process location patterns of Financial Services Customers to better understand who they are, what types of services they use, and continually strengthen the segment.

FINANCIAL SERVICES CUSTOMER

This segment reaches female consumers that frequently use apps belonging to categories such as Shopping, Fashion & Style, Catalog etc.

histories over-index for these categories (vs. baseline average).InMobi runs additional statistical algorithms to also include females who over-index on their engagement histories on Shopping category ads (vs. baseline on the InMobi network).This is particularly useful for superstores, discount retailers, and other big box retailers. The Shopper segment is also important for Fashion and Lifestyle brands.

FEMALE SHOPPERS


This segment reaches users that often shop for mass market and discounted goods including clothing, cleaning supplies, and home decor.These users exhibit location behavior patterns of visiting discount stores and big box retailers. In particular, these users are likely to visit stores such as Target, Sam’s Club, Ross Dress for Less, Sears, Big Lots, Marshalls, TJ Maxx, and others.Statistical algorithms continually process location patterns of Shoppers to better understand who they are, where they spend their time, and continually strengthen the segment.This is particularly useful for superstores, discount retailers, and other big box retailers to reach users that seek discounted products and large, one-stop-shop environments.

SHOPPER(LOCATION INFERRED)

This segment reaches wealthy consumers that spend on luxury brands and services.A typical consumer visits luxury stores more than 5 times in a year.These are consumers whose location history indicates they have household incomes above $120,000.

they spend their time, and continually strengthen the segment.This segment includes people whose real world location histories index highly for visits to high-end and luxury retail stores such as Club Monaco, Coach, or Louis Vuitton.

seasonal fashion and product releases.

AFFLUENT CONSUMER

This segment reaches consumers that frequently shop for products such as video games, mobile phones, connected televisions, and other electronics and technology products.These consumers frequently visit electronics stores, such as Best Buy, Frye’s, or the Apple Store etc.This segment includes people whose real world location histories index highly for the above places. On average, consumers in this segment visit electronic stores two times per month.Statistical algorithms continually process location patterns of Electronics Buyers to better understand who they are, what retail locations they visit to buy electronics, and continually strengthen the segment.The Electronics Buyer segment is particularly powerful for technology brands looking for early adopters – consumers interested in purchasing newly released products, are interested in products due to their technological advancements (e.g., connected cars, advanced appliances), and who frequently serve as brand reviewers and evangelists.

ELECTRONICS BUYER

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SHOPPER(LOCATION INFERRED)

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This segment reaches consumers that often shop at malls, shopping centers, and other major retail establishments associated with leisure shoppingWe observe if consumers visit any Shopping Centers or Malls in our Global Places Data.Statistical algorithms continually process location patterns of Shopping Enthusiasts to better understand who they are, where they spend their time, and continually strengthen the segment.

SHOPPING ENTHUSIASTS

This segment reaches users who frequently use apps belonging to sports related categories.

histories over-index for these categories (vs. baseline average).

SPORTS FANS

This segment reaches consumers whose location history shows they enjoy attending live sports events.These consumers are known as having frequently attended large-scale sporting venues like stadiums and arenas.This segment includes people whose real world location histories index highly for the above places.On average, consumers in this segment visit sporting venues 2 times per year.Statistical algorithms continually process location patterns of Live Sports Fans to better understand who they are, where they spend their time, and continually strengthen the segment.

seats at various price levels. The Live Sports Fan segment is also commonly used by event sponsors to send follow up messaging to event attendees.

LIVE SPORTS FAN

This segment reaches consumers that regularly enjoy playing golf.These consumers frequently spend time at golf courses, country clubs, driving ranges, and other similar places that golf enthusiasts tend to visit.This segment includes people whose real world location histories index highly for the above places.On average, consumers in this segment visit golf related businesses at least 2 times per month.Statistical algorithms continually process location patterns of Golfers to better understand who they are, where they engage in golf-related activities, and continually strengthen the segment.

GOLFER

This segment reaches consumers whose location history shows they enjoy attending live NFL football games and buying NFL merchandise.These consumers are known as having frequently attended NFL games at football stadiums across the country.These are likely to be consumers of NFL related goods, and have exhibited a location history pattern of visiting sporting goods stores.Statistical algorithms continually process location patterns of NFL Enthusiasts to better understand who they are, where they spend their time, and continually strengthen the segment.

price levels, and for brands that have NFL sponsorships to serve follow up messaging.

NFL ENTHUSIAST


This segment reaches consumers whose location history shows they enjoy attending live soccer games and buying soccer related merchandise.These consumers are known as having frequently attended soccer games at stadiums across the country.These are likely to be consumers of soccer related goods, and have exhibited a location history pattern of visiting sporting goods stores.Statistical algorithms continually process location patterns of Soccer Enthusiasts to better understand who they are, where they spend their time, and continually strengthen the segment.

price levels.

SOCCER ENTHUSIAST

This segment reaches consumers whose location history indicates they frequently travel for business or leisure.These are people who typically travel at least 600 miles from their home at least 4 times a year.We examine the broader population’s travel behavior patterns and select consumers that travel most frequently across time.These consumers include the high-frequency elements of the Business Traveler and Leisure Traveler Audience segments.Brands use this segment to reach consumers that travel on a regular basis, and are interested in hotel offers, car rental, tourism services, vacation packages, airline offers and other travel related products.Statistical algorithms continually process location patterns of Frequent Travelers to better understand who they are, what their travel behaviors look like, and continually strengthen the segment.

FREQUENT TRAVELER

This segment reaches consumers we know are currently traveling away from their homes.We can see people’s real-time location at time of an ad call. We compare that location to a user’s home or typical location area

Now Traveling consumers are typically traveling for holiday or work trips.The Now Traveling segment is particularly important for airlines and hotel brands to be able to reach consumers that may be currently in need of their services.

NOW TRAVELING

These users have demonstrated a behavioral pattern of frequently using Travel category apps.

histories over-index for this category (vs. baseline average on the InMobi network).Brands use this segment to reach consumers that travel on a regular basis, and are interested in hotel offers, car rental, or tourism services. The Traveler segment is particularly important for airlines and hotel brands to be able to build awareness at the appropriate points in the consumer’s purchase lifecycle.

TRAVELERS


This segment reaches consumers whose location patterns indicate travel between cities for work.These consumers exhibit a pattern of visiting airports during the workweek. consumers in this segment typically have 2+ airport visits per monthThey travel by plane or train; they show at least three location data points travelling at a speed above 125 MPH (200 KPH).They are active in areas other than their home city during the week, indicating travel for work.

airports in excess of four hours per day, three times per week, would be considered an airport employee and not a Business Traveler.Statistical algorithms continually process location patterns of Business Travelers to better understand who they are, what their travel habits are, and continually strengthen the segment.

BUSINESS TRAVELER

This segment reaches consumers that commute between home and a work location on a regular schedule.These consumers display a pattern of commuting at the same times on the same days of the week.Behavioral patterns and location data indicate these consumers frequent train stations, subways, bus stations, and taxi stands.This segment includes people whose real world location histories index highly for the above places.Brands use this segment to reach consumers that use major commuter transportation, or spend regular times each day traveling from home to work.Statistical algorithms continually process location patterns of the Daily Commuter to better understand who they are, where they spend their time, and continually strengthen the segment.

COMMUTER

This segment reaches consumers we know are traveling by plane or train for vacation or leisure.These travelers have demonstrated a behavioral pattern of being seen at airports on weekend days.Leisure Travelers have usually go to at an airport at least four times in the last year.They travel by plane or train; they show at least three location data points travelling at a speed above 125 MPH (200 KPH).Statistical algorithms continually process location patterns of Leisure Travelers to better understand who they are, where they spend their time, and continually strengthen the segment.Brands use this segment to reach consumers that travel on a regular basis, and are interested in hotel offers, car rental, or tourism services. The Leisure Traveler segment is particularly important for airlines and hotel brands to be able to build awareness at the appropriate points in the consumer’s purchase lifecycle.

LEISURE TRAVELER


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