1. Brands are looking for micro-moments
Many brands, including big names such as Johnson & Johnson, are seeking to identify specific 'micro-moments' – brief opportunities to put the right message in front of the right consumer. The interest in moments is driven by a number of factors, including more sophisticated consumer behaviour data and targeting opportunities. If brands can identify micro-moments, programmatic buying and location-based targeting offer opportunities to serve online ads so that consumers see them at that moment.
Implication:Brands looking to gain advantage by identifying and targeting micro-moments will likely need to invest in various forms of...