From Audience to Impact: A guide to audience-led planning with Audience Insights

Personas of Interest

Do you know who your audience is? No, we mean really know them? Sensor Tower’s Audience Insights relies on forty-four custom audience personas, or segments, that span ten different categories. The personas themselves are based on app usage, and include the most highly engaged users, in terms of time spent on relevant apps. Within each persona, you can see age demographics, top ad channels, top app engagement, and additionally, which ancillary personas a certain audience is related to. Maybe you know your primary audience are Fast Foodies, for instance. But did you know that audience also overlaps significantly with Latte Lovers, or Flexible Payers? Do your competitors already target those segments? We can show you.

The Oura Ring of Truth: Digging Deep into Your Audience

Within the billion dollar industry of fitness wearables, a data-driven ad strategy is key to getting in front of the right audience. 

In 2024, Oura Ring’s advertising reached an audience that was 58% female, and primarily 25-34 years of age. All of their top ranking personas, no surprise, reflect a passion for health, including the Dieters and Fitness Enthusiast personas — but they also reached a significant percentage of Hotel Hoppers, one of the travel personas. Data like this not only allows Oura to validate their current marketing strategies, but also helps them  find additional audiences in travel, or other high-overlapping segments.

While Oura’s ad-exposed audience was 33% more likely to see ads from Health and Wellness brands, the Travel audience was 14% less likely to see ads for Oura, exposing a significant gap in reaching customers in that category - or should we say, a significant opportunity?

Going a level deeper, we explored which brands reached Oura’s audience at an elevated rate in 2024. People exposed to Oura’s ads were served 9x as many Supergoop impressions as the general population, with several CPG and Shopping brands over-indexing alongside brands in the Health and Wellness categories. 

Seeing Trends Before They Happen

Social media behaviors shift quickly, and tracking those changes is key to planning for growth. Between 2022 and 2025 YTD, the Digital Socialites persona saw increased ad exposure on YouTube, TikTok, and Reddit, along with a significant decline on X. For brands, this is critical data. What ad exposure you had to your target audience 6 months prior, can shift rapidly. Being able to adapt your channel strategy as the tides shift is a significant advantage for brands who can see those changes in real time. 

More Case Studies. More Regions. More Data.

While Oura Ring is a good example of a US Health and Wellness brand, the Audience to Impact Playbook offers even more case studies across regions like the UK and France, touching grocery, CPG and more.

How is your audience’s behavior evolving? Where could you win by shifting your channel mix?  What does your audience’s mobile behavior reveal? Who else is competing for your audience's attention? If you’ve ever asked yourself any of these questions, you need to read this report.

Want to learn more about how Audience Insights can help your brand get in front of the right people? Download the report HERE.