Yahoo has announced it has introduced Flurry Personas in Yahoo Gemini, its mobile search and native advertising marketplace. Flurry Personas are audience groups created based on behavioral and app usage data from Flurry Analytics, which Yahoo acquired last summer.
There are more than 40 Flurry Personas in all, including “Business Travelers” and “Social Influencers,” with these groups focused on consumers who are heavy users of particular kinds of apps.
To be specific, the system will allow advertisers to identify users based on the apps they use, but will also go one step further, qualifying those users based on how recent that heavy usage was, for even better results.
Using these personas will allow advertisers to better target and personalize their campaigns, resulting in increased engagement. In a recent test campaign, a global CPG company used Flurry Personas to target its mobile campaigns, and saw a 14 point lift in unaided brand awareness, a five point lift in purchase intent and a 12 point lift in brand usage, when compared to regular mobile campaigns.
Yahoo Gemini’s advertisers can begin using this combination of Yahoo data and Flurry Personas immediately, at no additional cost.
More information on the Yahoo Gemini platform is available here.