AIO Variables And Why Do They Matter

Jul 6, 2020

2 min read

The first step in any great advertising campaign is knowing your audience.

When an advert resonates with the right people it makes it far easier to convert

Combine that with the experience that augmented reality advertising combines and you are on to a sure-fire winner

So how do you get to know your target audience?

One of the ways is understanding AIO variables for your target demographic

By defining AIO variables (Activities – Interests – Opinions) we can start to understand what our target audience likes, what interests them and how their brain works.

There are several ways to do this – and they almost always start with asking the right questions.

But first, let’s look at the different sections of AIO variables


The way people go about their work or the types of hobbies they take part in can tell us a lot about them.

By working out their activities we can start to dial into their habits and routines

Once we understand these we can start to dial our message towards them


A really simple (yet often overlooked) aspect of marketing and advertising, what interests do people hold

If they are interested in technology and you are trying to advertise time in nature with no technology to them

Or maybe they are interested in vegan healthy eating and you are marketing burgers to them

Chances are they are not going to be receptive to your message


What opinions does your audience hold? Of themselves and indeed of others

Because they really do matter.

The opinions your audience hold can spread like wildfire, especially on social media – so how can you tap into these opinions that they hold?

Once we start to build up a psychographic persona of our target audience (using AIO variables) we can really get our advertising campaign on point to talk directly to them

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