How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’

Ilkka Kaate; Joni Salminen; Soon-Gyo Jung; Rami Olkkonen; Bernard James Jansen

How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’

Ilkka Kaate, Joni Salminen, Soon-Gyo Jung, Rami Olkkonen, Bernard James Jansen

Qatar Computing Research Institute

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Personas represent different kinds of users belonging to a particular demographic, behavior, and/or attitude group. Personas supposedly bring customers closer to marketing management. Personas have been used in marketing for decades but their potential in online advertising optimization is still to be shown. In this research, we determine what an online advertising process (OAP) is and we propose a model for Persona-based online advertising optimization (PbOAO) to conceptually examine personas’ value in each step of the OAP. We conclude by proposing next steps for empirical testing of the PbOAO model.

Original language	English
Title of host publication	Proceedings of the European Marketing Academy, 52nd
Publication status	Published - 2023

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Kaate, I., Salminen, J., Jung, S.-G., Olkkonen, R., & Jansen, B. J. (2023). How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’. In Proceedings of the European Marketing Academy, 52nd https://scholar.google.com/citations?view_op=view_citation&hl=en&user=gyhAqMQAAAAJ&cstart=500&pagesize=100&citation_for_view=gyhAqMQAAAAJ:MNNNGtAgD4EC

@inproceedings{158b5d16dadb49adb9001e992b5b4508,

title = "How Can Personas Support Online Advertising Process? Proposing {\textquoteleft}Persona-Based Online Advertising Optimization{\textquoteright}",

abstract = "Personas represent different kinds of users belonging to a particular demographic, behavior, and/or attitude group. Personas supposedly bring customers closer to marketing management. Personas have been used in marketing for decades but their potential in online advertising optimization is still to be shown. In this research, we determine what an online advertising process (OAP) is and we propose a model for Persona-based online advertising optimization (PbOAO) to conceptually examine personas{\textquoteright} value in each step of the OAP. We conclude by proposing next steps for empirical testing of the PbOAO model.",

author = "Ilkka Kaate and Joni Salminen and Soon-Gyo Jung and Rami Olkkonen and Jansen, {Bernard James}",

year = "2023",

language = "English",

booktitle = "Proceedings of the European Marketing Academy, 52nd",

}

Kaate, I, Salminen, J, Jung, S-G, Olkkonen, R & Jansen, BJ 2023, How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’. in Proceedings of the European Marketing Academy, 52nd. <https://scholar.google.com/citations?view_op=view_citation&hl=en&user=gyhAqMQAAAAJ&cstart=500&pagesize=100&citation_for_view=gyhAqMQAAAAJ:MNNNGtAgD4EC>

TY - GEN

T1 - How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’

AU - Kaate, Ilkka

AU - Salminen, Joni

AU - Jung, Soon-Gyo

AU - Olkkonen, Rami

AU - Jansen, Bernard James

PY - 2023

Y1 - 2023

N2 - Personas represent different kinds of users belonging to a particular demographic, behavior, and/or attitude group. Personas supposedly bring customers closer to marketing management. Personas have been used in marketing for decades but their potential in online advertising optimization is still to be shown. In this research, we determine what an online advertising process (OAP) is and we propose a model for Persona-based online advertising optimization (PbOAO) to conceptually examine personas’ value in each step of the OAP. We conclude by proposing next steps for empirical testing of the PbOAO model.

AB - Personas represent different kinds of users belonging to a particular demographic, behavior, and/or attitude group. Personas supposedly bring customers closer to marketing management. Personas have been used in marketing for decades but their potential in online advertising optimization is still to be shown. In this research, we determine what an online advertising process (OAP) is and we propose a model for Persona-based online advertising optimization (PbOAO) to conceptually examine personas’ value in each step of the OAP. We conclude by proposing next steps for empirical testing of the PbOAO model.

M3 - Conference contribution

BT - Proceedings of the European Marketing Academy, 52nd

ER -

How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization’

Abstract

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