Rakuten Advertising today launched a new guide titled, “Connecting in the Moment: A Guide to key media ‘Moments’ and how advertisers can use them”, which explores the concept of connecting advertisers to consumer ‘Moments’ to improve advertising performance. Highlighting the importance of treating consumers as more than data points, the guide showcases how brands can connect with audiences on a deeper level based on the mindset or Moment that they’re in.

In the guide, Rakuten Advertising is urging advertisers to think more strategically and look beyond audience data to maximise the impact of adverts and reduce wasted budget. According to data from MAGNA, the COVID-19 pandemic resulted in an 8.3%  fall in  Australian advertising in 2020. Even as budgets recover, this reduction will force advertisers to think even more critically about where and when adverts are placed. 

A ‘Moment’ is defined as what people do throughout their days and evenings, such as watching TV with family, messaging friends, contributing to discussions on the latest entertainment content or browsing the internet for gifts for loved ones.

Grabbing attention is becoming increasingly difficult, and a strategic approach which thinks differently about the target audience can be vital to success. Instead of viewing an audience in terms of demographics, advertisers should consider reframing their behaviour as a series of ‘Moments’, allowing them to understand the mindset their audience will be in at any given time while engaging with media and content. This allows brands to use their budgets more wisely and increase their confidence that a message will resonate.

“Following the most challenging year on record, advertisers are in a tough spot. The pressure is on for advertisers to ensure that their budgets are maximised, as they try to recover in a post-pandemic landscape. The good news is that we’re seeing the revival in certain sectors and now is the time for advertisers to evolve their thinking when it comes to reaching their audience,” commented Stuart McLennan, Senior Vice President of Asia-Pacific at Rakuten Advertising.

“Taking a Moments-first approach to advertising will tackle the issue of wasted advertising budget head-on. Agencies should consider how the different Moments audiences experience can be aligned to their clients’ brand positioning. We’re encouraging brands to ask the tough questions about how audience context is being used in their advertising strategies. Connecting ads with the audience while they’re in the right frame of mind – in the right Moment – will ensure the advert lands with impact, increasing the likelihood of direct action being taken.”

The guide showcases how advertisers can harness Moments across Rakuten Advertising’s different platforms for brands, covering a messaging app and streaming services.

“Connecting in the Moment: A Guide to key media ‘Moments’ and how advertisers can use them”, is now available to download from this link