Why ‘Moments’ matter to advertisers & how can they use them?

Rakuten Advertising's Chris Edwards explains why understanding 'Moments' can increase the performance of ad campaigns 

Consumers engage with different media platforms throughout their day, on different devices, and in different surroundings. The content they watch, scroll through, and share differs concurrently. As such, we change who we are throughout the day – with the context we sit within being the defining factor.

The businessperson sat at their desk at 2pm on a Friday is very different to that same person six hours later, sat on the sofa with their partner binge-watching the latest boxset. In this sense, looking purely through a demographic lens isn’t the most effective use of budget. It simply represents data about an individual – it doesn’t tell you about the mood they’re in, and thus how your advertising will resonate.

The opportunity in advertising strategy

Connecting with the audience in the context of the 'Moment' multiplies the impact of the message. It brings emotional understanding to what would otherwise simply rely on broad demographics – a depersonalised and detached approach to recognising individuals as people.

Our new guide ‘Connecting in the Moment: A guide to key media ‘Moments’ and how advertisers can use them’ helps advertisers get to grips with the concept of 'Moments', and how to use them strategically in campaigns. The report examines the different 'Moments' that occur across Rakuten Advertising’s media properties, Rakuten TV, Rakuten France, Rakuten Viki and Rakuten Viber, and how brands and agencies can utilise them to improve the impact and effectiveness of campaigns.

You can read the guide in full here.