#54: New Wardrobe Moment
Home | Work | Out | Away
Reach your audience while they're in the fashion mindset.
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.
What's unique about this moment is the fact that it combines two really valuable states for mobile consumers. On one hand, they're in the purchasing mindset. On the other hand, they're back at home, after making those purchases, and more likely to be in a ""lean back"" mode that is conducive to mobile engagement. It's a win-win for brands.
But how does Aki identify these moments? To find New Wardrobe Moments, as for any moment, Aki looks at all of the available data signals from the mobile device. For New Wardrobe, in particular, Aki notes the current location (Home) but also applies historical location data to determine that the consumer has recently visited a clothing retailer.
Once the moment is defined, Aki can deliver targeted ads to the consumer. A clothing retailer, for example, might engage the consumer with recent deals or a fashion video that aligns with the demographic's style preferences. But there are other types of brands that can take advantage of the post-wardrobe-shopping buzz: think entertainment, travel, even automotive. (Yes, in case you need a new car to go with those new shoes!) With the right timing and message, your New Wardrobe Moment targeted campaign metrics will look sharp!"
Speaking of shopping, a recent survey showed that 8 out of 10 young adults use their smartphones for shopping. Looks like mobile shopping is the standard for the up and coming generation.
Source: Brand Equity
Brands have long relied on prime time 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.
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?
Ready to own your mobile moments? Contact us.