#59: Vacation Planning Moment
Target your audience while they're plotting their next big getaway.
When it comes time to planning that major, well-deserved vacation, the internet offers endless resources for research. For brands that want to influence where, when and how that next trip goes down, the Vacation Planning Moment is the answer.
Aki's Vacation Planning Moment finds consumers while they're exploring pictures, videos, reviews and pricing for any and all aspects of their adventure. But Aki does more than simply targeting the relevant sites and apps, Aki examines all of the available mobile data signals to understand the broader context of the experience. Is the consumer sneaking a peak at beach resorts while at the office? Are they relaxing with their family on a Sunday morning, looking for a once-in-a-lifetime adventure? Or are they a frequent traveler plotting yet another escape in Europe? By interpreting the mobile signals, Aki helps advertisers understand when their messages will be relevant and well received.
Like all of Aki's moments, Aki's Vacation Planning Moment gives brands a smarter approach to consumers. The result? More effective and effective campaigns.
When it comes to booking travel on mobile devices, millennials are ahead of the curve. According to Google, 2/3 of younger audiences are comfortable planning their entire trip on a smartphone.
Source: Think With Google
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.
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Prime Time TV Moment
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. This means that traditional prime time TV spots may not have the same impact they once did.
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