Target audiences are generally identified by sociodemographic factors such as age, gender, family status or place of residence. Psychographics now broadens the previously applied segmentation and adds two dimensions: the personality and behavior of the consumer. The goal is to deliver targeted and personalized online advertising. That’s why the era of irrelevant banners and other ads might soon be over.
Professor Joost van Treeck has designed an algorithm for psychographic targeting that has already proven successful in multiple campaigns for Mini (BMW). In this interview, the Dean of Consumer Psychology explains what psychographic targeting is all about.