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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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”.