Why Customers Need Rayn Personas
In the rapidly evolving landscape of online advertising, effectively reaching your target audience in a sea of digital content poses a significant challenge. Personas are a solution that provides a sophisticated mechanism to create customer-buyer personas and engage with those personas. This targeted approach enhances advertising efficiency and provides context and storyline to an otherwise empty media buy. Leveraging Rayn Personas allows advertisers to craft more personalized, relevant advertising experiences that resonate with consumers.
What are Personas?
Rayn Personas are advanced targeting profiles used to enhance online advertising. They streamline the process, making targeting both straightforward and effective by grouping users into audience cohorts with shared characteristics and behaviors.
Underpinning Technologies
Personas uses the IAB audience cohorts generated by Rayn as building blocks and harnesses them to target marketing personas.
Content Ingestion
Rayn processes customer content like articles, videos, podcasts, and product descriptions. This content may be enhanced or summarized to suit our analysis.
Context Analysis
We employ natural language processing to determine the context of each piece of content, which is categorized according to the IAB content taxonomy.
Audience Cohort Analysis
Through analysis of user interactions with content, we identify potential audience cohorts using the IAB audience taxonomy, which helps pinpoint shared traits and behaviors among users.
Creating Personas
Directly targeting multiple cohorts can be challenging due to the vast number available (over 1800) and the potential for limited user matches. Our AI-driven Personas recommender addresses these challenges by transforming customer insights into precise targeting profiles we call Personas. These personas consist of a set of weighted audience cohorts that reflect customer input that describes the buyer persona. Adjustments can be made to these weights, and accuracy controls set to specify how closely users need to match the persona, affecting the number of potential matches.
Using Personas
Once a persona is activated, Rayn evaluates users to see if they match the defined criteria. Users who fit a persona are assigned a unique persona ID. This ID can then be utilized in platforms like Google Ad Manager and/or Prebid for direct activation, enabling targeted advertising that reaches the most relevant audiences efficiently.
Through Rayn Personas, we provide a tool that not only simplifies but also optimizes your advertising efforts, ensuring that your campaigns are as effective as possible.
Linda, the Bargain Hunter: Linda, 42, a budget-conscious mother of three, always has her eyes peeled for sales and discounts. She's adept at couponing and enjoys finding the best deals to stretch her family's grocery budget.
Carlos, the Fitness Enthusiast: Carlos, 30, is a gym instructor and focuses on high-protein, low-carb foods. He spends a lot of time in the fresh produce and health food aisles, looking for nutritious options to fuel his active lifestyle.
Ava, the Gourmet Cook: Ava, 35, is a food blogger who loves experimenting with exotic ingredients and gourmet recipes. She's often found in the international aisle, picking up unique spices and specialty items for her next culinary creation.
Elderly Mrs. Kim: Mrs. Kim, 75, a widow, buys small quantities and prefers ready-to-eat meals. She values convenience and often engages with store staff for assistance and companionship.
Zach, the College Student: Zach, 19, new to living on his own, often buys frozen meals, snacks, and easy-to-cook items. He's still learning to navigate the variety of options and stick to a reasonable budget.
Sophie, the Vegan Activist: Sophie, 28, is committed to a plant-based diet for ethical reasons. She meticulously reads labels to ensure products are vegan and eco-friendly, and she's an advocate for sustainable food practices.
Derek, the Busy Single Dad: Derek, 40, juggles a full-time job with raising two kids. He looks for healthy, kid-friendly options that are quick to prepare, often relying on pre-packaged meals and snacks to save time.
Grace, the Organic Food Advocate: Grace, 50, is dedicated to buying organic and locally sourced products. She prioritizes health and environmental impact over price and is a regular at the organic section.
Peter, the Tech-Savvy Shopper: Niels, 27, prefers using the supermarket's app for online shopping and self-checkout to save time. He's always on the lookout for digital coupons and enjoys the convenience of technology-enhanced shopping.
Ella, the Conscious Environmentalist: Ella, 22, is a university student majoring in environmental science. She brings her own reusable bags and containers, avoids plastic packaging, and focuses on buying bulk items and eco-friendly products.