Move beyond demographics and target audience groups built around lifestyles, life stages, spending habits and motivations.
atmAd Audience Profiles help brands identify and connect with the people most likely to engage with their message. Rather than relying on age and gender alone, the profiles group consumers by shared priorities and life stages. The opportunity includes six audience segments: Solo Vibe Tribe, Modern Romantics, Busy Balancers, Tween & Teen Navigators, Beyond The Nest and Golden Generation. These audience groups help brands understand who they're trying to reach and what matters most to them.
The objective is to improve campaign relevance and effectiveness by helping brands reach the right people with the right message. Audience profiles support: Brand awareness, Audience understanding, Campaign planning, Creative development, Customer acquisition, Consideration and purchase intent &
More effective media targeting. By focusing on lifestyle and behaviour as well as demographics, brands can create messaging that feels more meaningful and drives stronger engagement.
Each Audience Profile has been developed using consumer insight data and brings together key demographic, lifestyle and behavioural characteristics. Brands can select the audience segment that best aligns with their objectives and use the insight to shape targeting, messaging and creative strategy. Whether you're trying to reach young professionals, families, empty nesters or retirement-age consumers, the profiles provide a framework for more focused campaigns. The result is a more informed approach to planning, helping brands understand what matters to their audience.
Audience-first planning - Move beyond demographics and target people based on their lifestyles and life stage. Six audience segments - From Solo Vibe Tribe to Golden Generation, helping brands identify the right audience. More relevant campaigns - Build messaging around what matters to each audience. Smarter targeting - Align campaigns with audiences that best match your objectives.
Built on consumer insight - Developed using demographic, lifestyle and behavioural data to provide a deeper understanding of ATM audiences.
