LONDON, November 3, 2016 /PRNewswire/ -- Too many advertisers do not understand Christmas; it is over assumed that all festive consumers have the same social attributes and behaviours sharing a love of highly extravert social activities and extravagant gift buying. As a result, the busiest time of the year for many brands and advertisers becomes about volume rather than efficiency, and many people receive advertising messages that they just don't relate to. (Photo: http://photos.prnewswire.com/prnh/20161102/435577 ) Leading audience data provider VisualDNA have identified four key personas that act drastically differently over the festive period. These will help advertisers understand their audience and consequently their online audience targeting. The personas are a key insight to the understanding that people's attitude to the festive period can be fundamentally different and VisualDNA have now unlocked their commercial value and built on the successful recent launch of Audiences with Personality which enables these personas to be easily targeted in major ad tech platforms. Designed by psychologists and commercial experts, the personas have been creatively named Christmas Cosmopolitans, Shy Snowmen, Holly Hipsters and Merry Mavericks. They differ in the levels of core personality traits that make humans different; openness, conscientiousness, extroversion, agreeableness and neuroticism (OCEAN for short). Each act and react differently at Christmas, whether it be buying behaviour or socialising, below are some of each persona's stand out features. VisualDNA has suggested audience segments that index highly against each persona in this guide. Christmas Cosmopolitan This profile is high in extraversion, sociable and hardworking, often leading to being affluent, warm and caring. They enjoy their friends' company and hosting, and will be looking for value in the products they are buying. This often means they tend to research their shopping and choose higher quality products, and opt for designer brands. These are perfect for brands such as Bose, Sony, Burberry and Apple.