The New World Playbook: What’s Ahead
The third edition of Aki’s New World Playbook helps marketers plan for the rest of 2020 with 2H consumer predictions informed by expert opinion, consumer surveys and interviews.
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Resources
The New World Playbook: Creative Edition
Marketers: Lost on how to speak to your customers in a pandemic climate? Not sure how to enter the conversation authentically and meaningfully, without seeming opportunistic?
The New World Playbook: First Response
Things are changing fast—how do you adapt your digital marketing campaigns to ensure that they’re effective in this new climate? This new playbook is designed to help you navigate this new world.
Mobile Ad Receptivity Report 2020
Knowing when an audience is most receptive gives marketers a big advantage when it comes to campaign performance. We surveyed 1000 US consumers to learn how receptivity varies.
The CPG Marketer’s Guide to Smarter Mobile Advertising
Our moment marketing campaigns tell us that mobile ads perform better when receptivity is factored into targeting and creative. But when do people consider themselves most receptive?
Mobile Ad Context Report 2019
As more media time moves to mobile devices, brands are under pressure to shift more marketing dollars to smartphones and tablets.
Mobile Ad Receptivity Report 2019
Our moment marketing campaigns tell us that mobile ads perform better when receptivity is factored into targeting and creative. But when do people consider themselves most receptive?
QSR Breakfast White Paper
Consumer behavior has evolved dramatically in recent years, with changes that work against the effectiveness of QSR (Quick Service Restaurant) marketing.
Shopper Marketing
Do you have the moment marketing science advantage? Fill out this form to get your copy of How to Win Attention from Mobile Consumers.
Fast Food Chain Case Study
A fast food chain set out to increase awareness and consideration of a new product among mobile consumers, with the goal of driving impact on store traffic and sales, cost-effectively.
OTC Pharma Shopper Case Study
An OTC brand wanted to build awareness of their pain relief cream while also driving foot traffic into Walgreens stores. They looked for a mobile ad strategy that would help them engage consumers during the optimal moments for both awareness and in-store traffic.
#65: Weekend Errands Moment
Saturday and Sunday are days for getting things done. Consumers knock out the errands that stacked up during the week, hitting up malls, town centers, big box stores and so on. Brands that know how to engage these weekend go-getters can move the needle on key metrics, from website visits to in-store traffic. That’s why Aki created the Weekend Errands Moment.
#64: Career Move Moment
A new job can mean way more than a change in the morning commute. Ideally, it’s a milestone moment in life — an upward move, a reward for great dedication and hard work. It doesn’t usually happen overnight; in fact, there are many steps in the process, from the job search online, to shopping for the right interview look, networking, networking, networking and interviews.
#63: Under-the-Weather Moment
It happens to everyone—even the most health-conscious among us sometimes get struck by a miserable cold or flu. And when this illness strikes, it’s time to rest and recover and, inevitably, pass some time on our smartphones.
#62: Yard & Garden Prep Moment
Once winter finally ceases its grip on the weather, millions of homeowners turn their attention to their yards and gardens—what needs to be planted, turned, polished, decorated or replaced? The process of preparing the yard for the spring and summer season involves numerous purchase decisions.
#60: Coffee Break Moment
If our mobile devices are glued to one hand, what’s the best guess for what’s in our other hand? Yes, a coffee cup. We’re hooked on caffeine and that’s not just an opportunity for coffee vendors. Any advertiser can tap into the Coffee Break Moment, if they know how to do it.
#58: Waiting Room Moment
Waiting rooms are never particularly fun. Fortunately, thanks to mobile devices, that idle time can be passed more productively—checking email, reading news, catching up on social feeds, watching videos… the list goes on.
#57: Public Transportation Moment
Back in the day, images of public transportation were dominated with images of people reading books and newspapers, or maybe just zoning out. Today, the equivalent bus, train, ferry and subway riders typically have their eyes fixed on their devices. And yes, for advertisers, this translates to a hot opportunity for engagement.
#56: Fun in the Sun Moment
Smartphones have worked their way into every aspect of modern life, and outdoor fun is no exception. Even while we’re basking in the glow of the sun, surfside, or kayaking through the wilderness, smartphones are coming along for the adventure. For advertisers, this opens up new engagement opportunities.
#55: Giving Back Moment
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.
#54: New Wardrobe 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.
#53: QSR 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.
#52: Prime Time TV Moment
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.
Entertainment (App Download) Case Study
A popular entertainment brand wanted to drive downloads for their branded content app to encourage consumers to watch their latest video. In this case study, find out how? they used mobile moments to score big on their download and loyalty KPIs.
#51: Nightlife Moment
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.
#50: After the Game Moment
Want to reach sports fans when they’re really deep in the sports mindset, but still likely to be receptive to advertising? Then Aki’s After the Game Moment is for you.
#49: Working Late Moment
Working nine-to-five was once such a standard in the US that there was even a movie and a song about it. For many today, however, the working day stretches past the five o’clock whistle and sometimes well into the night. How can brands effectively engage the modern workaholic, or even the once-in-a-while overtimer? Introducing Aki’s Working Late Moment.
OTC Pharma Case Study
A large pharmaceutical brand was launching an OTC medicine for children to alleviate allergy symptoms. They were looking for a mobile partner to increase awareness across their target audience, drive sales at retail locations and deliver above average performance.
#48: Appliances Shopping Moment
Certain appliance investments, like that zucchini shredder, may be driven impulse. But then there are other, bigger-ticket purchases—the new dishwasher, the dryer or that smart refrigerator—that warrant more planning. How do advertisers reach consumers during these critical moments of research, consideration and purchase? Introducing Aki’s Appliance Shopping Moments.
#47: Gamer Moment
Smartphones serve an array of purposes, but one of the most enjoyable is gaming. These handy devices have turned average consumers into casual gamers and casual gamers into hardcore players. Advertisers that want to reach these gamers can advertise on game apps, but there’s another, perhaps less disruptive approach to gamer engagement: Aki’s Gamer Moments targeting.
#46: Mealtime Moment
Meal time means different things to different people—for some, it’s an elaborate process of research, planning, preparation and execution. For others, it’s a quick trip to the microwave or a visit to the latest online delivery service. Either way, those meal planning moments represent an opportunity for advertisers. That’s why Aki created Mealtime Moments.
#45: Party Planning Moment
Birthdays, anniversaries, graduations, holidays, retirement, professional milestones, award shows, sports events… Though parties come in all shapes and sizes, they’ll always have at least one person organizing them. So how do brands make sure they’re products are top-of-mind for the big event? Enter the Party Planning Moment.
#44: Personal Finance Moment
Most people aren’t excited about managing personal finances, but the lack of enthusiasm doesn’t get them off the hook. For advertisers that are promoting services and products related to the tedious and potentially stressful task, finding the best moment to engage can be a challenge. After all, how do you connect with a consumer on a topic that they might not be so eager to explore?
#43: Dinner Moment
Ah, dinner. A time for friends, families and romantic partners to come together to eat a delicious meal while enjoying the company of their… mobile devices? It’s true that, today, mobile devices have infiltrated our lives so that even the most attentive dining partners are sometimes lured to their screen. For advertisers, these Dinner Moments represent an opportunity to engage—if they are approached in the right manner.
#42: Road Trip Moment
Whether you best identify with the Griswolds, Kerouac, or that 2002 Britney Spears movie, there’s no denying the road trip is a celebrated tradition. For advertisers, billboards, radio and in-store displays have long represented the best opportunity to influence consumers on the road, but (of course) that’s all changed with mobile. Today, advertisers that want to engage the road tripping consumer must include mobile in the mix.
#41: Award Show Moment
For many consumers, the annual movie award season is one of the highlights of the new year. Excited movie fans are doing their research of films and nominees, catching up on the new movies and waxing nostalgic about years gone by as they ready for the big night. During the event, they’ll be at the edge of their seat, phone at the ready, watching acceptance speeches and posting reactions.
#40: Weekend Getaway Moment
Smartphones, tablets, televisions, gaming consoles, smart home devices, smart refrigerators, smart stove ranges, smart security systems, VR headsets… the list of tech goes on and on, which means that a given consumer could be ready to upgrade any number of devices at any given time. For brands, that means it’s critical to understand when the research, consideration and purchase decisions are underway.
#39: Should-Be-Sleeping Moment
Thanks to mobile devices, consumers are engaged with their devices day and night, and often long after they meant to go to sleep. While not a great trend for those who need a solid eight hours of shut-eye, it does open up a significant opportunity for brands who know how to engage during these moments.
#38: B2B Moments
Smartphones, tablets, televisions, gaming consoles, smart home devices, smart refrigerators, smart stove ranges, smart security systems, VR headsets… the list of tech goes on and on, which means that a given consumer could be ready to upgrade any number of devices at any given time. For brands, that means it’s critical to understand when the research, consideration and purchase decisions are underway. How is this done? Enter Aki’s Technology Upgrade Moments.
Casual Dining Case Study
This national family casual restaurant wanted to boost traffic to their locations with a special promotional offer for a milestone anniversary. They knew mobile would be key to the campaign—they just needed to ensure that their impressions would be delivered during times that audience was most likely to engage and, ultimately, head to the restaurant.
#37: New Year Resolution Moment
There is nothing like a new year to inspire positive change. Whether it’s losing weight, saving money, cutting back on cocktails or spending more time with the family, a new year gives consumers an excuse to establish better habits. And now, with Aki’s New Year’s Resolution Moments, brands can join them on that self-improvement journey.
#36: Technology Upgrade Moment
Smartphones, tablets, televisions, gaming consoles, smart home devices, smart refrigerators, smart stove ranges, smart security systems, VR headsets… the list of tech goes on and on, which means that a given consumer could be ready to upgrade any number of devices at any given time.
#35: The Tax Moment
There is only a short list of “sure things” in life and taxes are one of them. But inevitability doesn’t translate to favorability—so how do you engage consumers on a topic that they would probably rather avoid? The answer is found in mobile moments.
Beauty Case Study
An online beauty brand wanted to promote their leading styling product to mobile consumers. With a limited budget for advertising, they wanted to be sure their mobile campaign delivered a strong return on investment. Find out how Aki’s mobile moment platform drove performance that exceeded their expectations.
#34: Grocery Shopping Moment
Whether they’re pushing carts full of donuts and cookies or organic sunflower butter and flax meal, grocery shoppers have one thing in common: they’ve got their phones at the ready. And though it may seem easy as pie (or chia pudding) to engage consumers while they’re out and about, real success hinges on finding the most receptive moments. That’s where Aki’s Grocery Shopping Moments come in.
Telecom Case Study
A leading telecom provider wanted to drive consumers into their retail stores as part of a customer acquisition campaign. They knew they wanted to target mobile consumers, but they needed to do so in a way that would engage those consumers and, ultimately, drive in-store traffic. Download this case study to find out how their Aki-enabled moment-targeting strategy drove in-store traffic.
#33: Self-Care Moment
Today, self-care comes in many shapes and sizes—for some, it might mean spa visits and vacation retreats, while others might rely on home-based activities like meditation or yoga. And, increasingly, consumers are integrating devices (like fitness trackers) into their self-care routines. For brands, this growing practice opens doors to some compelling engagement opportunities. But how do brands find the right self-care moments? They turn to Aki Technologies’ mobile moments advertising and insights platform.
#32: Afternoon Snack Moment
That stretch of time between lunch and dinner can feel like an eternity as energy dips and focus drifts. How are consumers revving up their engines to make it through the rest of the day? The afternoon snack, of course. And brands that want to influence that choice can now do so thanks to Aki’s Afternoon Snack Moments.
Retail Case Study
A leading US retailer wanted to drive engagement for their weekly digital circular. They set out to create a campaign strategy that would reach mobile consumers during the times they were most likely to interact with the circular. Find how their Aki-powered mobile moment strategy translated into real engagement.
Alcohol & Spirits Case Study
A leading spirits brand wanted to reignite the passion of their fans. They already had a loyal customer base, but the brand believed that by building a deeper emotional connection they could drive measurable increase in the consumption of the beverage. Download this case study to see how the campaign performed.
Entertainment Case Study
In order to drive buzz and viewership for the second season of a series, this cable network wanted to make sure they got the word out with mobile consumers. But a campaign that simply targeted age or gender wouldn’t be enough to cut through the noise. Download the case study to find out how they used mobile moment targeting to make an impact, more efficiently.
#31: The Pet Moment
Connect with your audience while they’re nurturing their furry friends at pet stores, dog salons and spas, dog parks and veterinarian offices.
#30: Home Improvement Moment
A person’s home is their castle, or so the saying goes, but sometimes that castle needs a little work. So, how can advertisers connect with consumers during the planning and purchasing of materials and services for that new deck, the second bathroom, or the basement renovation project that had been put off for way too many years? Meet Aki’s Home Improvement Moments.
#29: Summer Wind Down Moments
Summer comes and goes so quickly, but it’s not over yet. The last hurrah, Labor Day, is right around the corner. For advertisers that want to reach consumers during the big and transitional weekend, Aki offers Summer Wind Down Moments.
#28: The Halloween Spirit Moment
What do brands want to score for Halloween this year: ghosts, goblins, super heros… or super engagement rates for mobile campaigns? If it’s the latter (and we’re guessing it is) then it’s time to take a closer look at Aki’s Halloween Spirit Moments.
#27: Date Night Moment
Data Night is a longstanding tradition for couples young and old. Only in more recent years have smartphones become integral to even the most romantic experiences, opening up an opportunity for brand engagement.
#26: Outdoor Adventurer Moment
There’s nothing like stepping out into nature to breathe the fresh air, hear the sound of twigs crackling under your hiking boots, admire the calls of birds and the endless night sky. Once upon a time, a trip like this would mean getting away from it all, but in today’s hyper-connected world, more campers and nature-seekers and bringing their devices along for the fun.
#25: The Early Bird Moment
The early bird catches the worm, as the old saying goes. But how do you catch early bird? The answer is simple—with Aki Technologies’ Early Bird Moment.
#24: The Pokémon Go Moment
Reach Pokémon Go enthusiasts with game-related messaging while they’re at or en route to PokeStops.
#23: The Airport Moment
There are two kinds of airport people—those that arrive at the gate a the last possible moment and those who allow arrive early to make sure that traffic and/or long TSA lines don’t trip up their trip. The second group—the folks that score a prime seat at the gate and settle in with their lattes, snack and, of course, mobile device—offer a solid engagement opportunity for brands. How do you find them? With Aki’s Airport Moment, naturally.
#22: The Holiday Research Moment
Even the most laid back of holiday shoppers benefit from some kind of planning, and those planning moments translate to a high-value opportunity for advertisers. That’s why Aki created the Holiday Research Moment, the chance to target consumers while their in the planning phase of the busiest retail season of the year.
#21: Active Parent Moment
Today’s busy parent has little to no time to spare, which means advertisers need to aim carefully to reach them when they’re most receptive to a brand message. That’s why Aki created the Active Parent Moments—to help advertisers zero in on the optimal occasion to deliver an ad impression.
#20: Friendsgiving Moment
Sure, Thanksgiving has long been known as a time for families to reunite over turkey and parades and football, but that’s not the only way to celebrate. Have you heard of Friendsgiving?
#19: Relaxing After Work Moment
Consumers are increasingly connected day and night, but those weekdays are often cluttered with emails, phone calls, and meetings. But at the end of the day, when the deadlines are (hopefully) met, the cocktails are flowing and/or the kids are fed and busy with homework, consumers settle into a high-value moment for advertisers: the Relaxing After Work Moment.
#18: Back to School Moment
Brand new kicks, a sharp new backpack, and a shiny new phone upgrade? Back to school season is a time to look good and feel good And, though the average consumer may still be breaking in their summer sandals, brands and agencies have their eyes on the fall. So, what’s the best way to take advantage of that inevitable rush toward apparel, electronics, school supplies, and home goods? Yes, it’s time to talk Back to School Shopping Moments.
#17: The Lunch Break Moment
It’s no secret that our smartphones have become an extension of ourselves. We’re using them day and night—and that includes in during the workday.
#16: Vacation Moment
Picture yourself gazing out at a vast blue ocean, each breath in step with the hypnotic rhythm of the waves. You’re barefoot, stretched out on a lounge chair while a gentle breeze rustles the leaves of the palapa above. To your right: an ice-cold margarita. And to your left? Yes, your mobile phone.
Mobile Moments for QSR and Fast Casual Advertisers
Explore how mobile moment advertising can help QSR and casual dining advertisers better understand consumers, rise to the complexity of today’s landscape, and improve the impact and efficiency of campaigns.
#15: Brunch Moment
A Venice Beach Boardwalk t-shirt once defined brunch as “the socially acceptable excuse to drink before noon” and that was all the motivation we needed to develop a moment for this major American pass time: Brunch!
#14: Movie Premiere Moment
Check engine light, screeching brakes, oil change, and on and on. The only thing that’s consistent with owning a car is the fact that you’ll inevitably spend some time in an auto service waiting room getting something worked on.
#13: Looking Good Moment
When it comes to appearances, some consumers are high maintenance and others are low maintenance, but (fortunately for all of us) only a rare few are no maintenance at all. This unlocks a key opportunity for advertisers that want to reach and influence consumers during their ritual buff-and-polishing: Looking Good Moments.
#12: Pre-Happy Hour Moment
A wise meme once said “I don’t do happy hour. I do happy hours!” Have truer words been spoken during the waning hours of a long work week? Happy Hour is sacred for many and, with Aki’s help, a leading beer brand was able to help participants warm up for their sacred ritual by encouraging fun during Pre-Happy Hour Moments.
#11: Auto Repair Moment
Check engine light, screeching brakes, oil change, and on and on. The only thing that’s consistent with owning a car is the fact that you’ll inevitably spend some time in an auto service waiting room getting something worked on.
Mobile Moments for Automotive Advertisers
Mobile has brought a ton of complexity to advertising—complexity that can work for or against your campaigns. In this white paper, learn how automotive advertisers can use mobile moments to deliver more effective and efficient mobile ads.
#10: ‘Why Did I Eat That’ Moment
We’ve all been there—just one more plate, one more bite… “Okay, I guess I’ll have a small piece of cheesecake.” No matter how much we know we’ll regret it, we love to overindulge. And it was exactly those moments of regret that a leading antacid wanted to find.
#9: The Munchie Run Moment
It’s late at night and but appetites are wide awake. The Munchie Run Moment is a perfect time for quick service—or any late night food provider—to make a play for the hungry night owl.
#8: Extreme Sports Moment
These days athletes can take their talents to places that aren’t a field, diamond, or court. Extreme sports unleashed a whole new generation that redefines what can be done on a bike, board or a tricked out snowmobile.
#7: The Snack Moment
As the traditional three meals per day practice is being challenged, many are opting to consume 5+ small snack-like meals. That creates a lot of moments to influence the snackers among us, but what moments work best?
#6: The Workout Refuel Moment
Protein bars, mystery shakes, energy drinks, milk, soy vegan chia cookies… With so many post-workout nourishment options, how does a brand stand out? That’s what one major CPG brand wanted to know and luckily Aki had the moments to help guide the way.
#5: The Sleep Sufferers Moment
Have you ever had that sleepless night where you toss and turn until you finally give in to your phone or tablet to get lost in the web? Turns out you’re not the only one and those moments happen to be extremely impactful for the right brands.
#4: The Campaign Trail Moment
Most people are tired of political ads infiltrating their lives at the wrong times, like taking over TV’s and living rooms during family relaxation time. Recognizing this, one of the leading presidential candidates came to Aki with the goal of reaching constituents during more receptive moments—the moments they are actually engaged in political consideration.
#3: Spring Break Moment
Getting Spring Breakers to partake in an alcoholic beverage or two isn’t exactly challenging. It’s getting those partiers to choose your beverage over the abundance of options available that’s the real task at hand. So when a global beer brand tasked Aki to target Spring Breakers in the moments that matter most (including the Spring Break Moment), we said bring on the beer bong!
#2: Snowed-In Moment
If you live in an area that experiences real winter climate (not you LA), then you know there is no better day of the year than a snow day! Whether that means staying in bed all day, cozying up to the fireplace, or binging on Netflix, there are plenty of opportunities to reach our snowed in brethren. And that is exactly what one TV network asked us to help with.
#1: The Morning Commute
In the arms race to entice the on-the-go breakfast eater, a leading QSR came to Aki wanting to intercept the masses on their morning commutes.
Mobile Moment Advertising 101: The Basics
You’ve heard that mobile moments can bring greater efficiency and impact to your mobile campaigns, but what exactly is a mobile moment and how do they work?
QSR Case Study
This national quick service chain wanted to get people excited and talking about their new breakfast offering. They enlisted Aki Technologies to help them define a strategy that would reach consumers who were most likely to take advantage of a breakfast offering.
Mobile Moments for CPG Marketing
In today’s dynamic mobile landscape, you need to be two steps ahead to get and maintain an edge on the competition. This document provides critical insight on how the quickly-rising trend of mobile moments can help you more effectively grow your brand.
Auto Case Study
A leading automotive manufacturer wanted to increase mobile traffic and qualified actions for their mobile site, while also reducing cost for those qualified actions.
Seeking a more effective approach to mobile, they enlisted Aki Technologies for its ability to identify and interpret the moments when users are most receptive to their advertising message.
CPG Case Study
A leading CPG brand wanted to connect with consumers who strive to be their best. It wasn’t enough to target based on basics like gender or age, this brand wanted to reach consumers when they were most likely to be receptive to a product message that would support their health goals. The brand selected Aki Technologies’ mobile moments platform to connect with consumers during “competitive moments”.