Sign-ups for dating site, eHarmony, would sky rocket on Thursdays and Fridays. This understanding of behaviour enabled them to rapidly grow their customer base by targeting moments rather than audiences.
Taking into account the importance of context in advertising has been further proved by research from Fred Bronner who found that people were 70% more likely to notice an ad if they were in a good mood rather than a bad mood.
Although context is key for brands, it is often overlooked and underestimated in marketing. In this episode, listen to Richard and Will explore its significance for brands when engaging with consumers and how tools and technology are identifying moments and moods to target.