Archetypes have been with us since the Ancient Greece, when human beings tracked the repetitive nature of certain features or circumstances. They became popular in order to appeal universal ideas and values to draft patterns.

Centuries later, these were incorporated in the advertising landscape as a useful tactic with which to differentiate within a certain group. Our experts disclose their views on the enforcement of these archetypes.  Keep reading…

Look-a-Likes: an essential part of RTB

As the very concept indicates, look-a-likes are a tactic which enables to search for similar audiences, related to our target group. In order to increase the audience, a Data Management Platform (DMP) is required to carry out an extended audience track.

FacebookAds or Google Adwords are commonly used and when deployed, they search for look-a-likes. To do this, the systems handle user registered data and behavioral analysis.

Moreover, a good target audience clustering, together with the chance of reaching the user through native and more personalized mobile formats (guaranteed by programmatic) promote a major user interaction. Ultimately, all of it contributes to further return on investment…


In UX we call it design persona

In design projects, many players have already highlighted the importance of user empathy and behavior knowledge as necessary conditions.

There are many mechanisms which may be adopted to achieve the design persona, including blind tests and interviews. Once the persona has been defined / designed, user archetypes are built and these should be a permanent guidance for the overall designer team.

In conclusion, design-personas and look-a-likes go beyond traditional user models, exclusively based on demographics. These complex depictions are drawn from psychological analysis and are strategic to turn users into customers.