When engaging consumers that are out and about, brands need a deeper understanding of the context of their experience. Without that insight, brands risk wasting impressions on the wrong moment or delivering the wrong message at the right moment.
Even if you’re not a diehard fashionista, you’ve probably experienced the satisfaction of returning home after a successful shopping venture. You’ve got your new shirts (and/or shoes, pants, jacket, etc.) and you’re feeling fresh, fashionable and still in that shopping mindset. For advertisers, this is a prime moment for engagement. This is the New Wardrobe Moment.
You know that moment: when you’re taking a break from a busy day at work or running errands to refuel. You stop by that quick service restaurant, order a meal deal and then settle into a booth, maybe even in your car. Then you devour the savory meal and, yes, pass a little time on your smartphone.
Brands have long relied on TV to build awareness and influence purchases. But, in recent years, as DVRs, streaming apps and on-demand content have taken hold, audiences have fragmented. Sure, many are still viewing TV in those evening hours, but they might be catching up on something DVR’d earlier in the day, or getting spooked by the latest Black Mirror on Netflix.
Smartphones have infiltrated all corners of our lives, and nightlife is no exception. Whether it’s for searching for the next destination, tracking down friends, reserving tables or snapping memories, the smartphone has become an indispensable tool for the night owl.