Pollinate Managing Director, Howard Parry-Husbands, presented on the topic of people-centric media planning at the 56th Annual ARF Convention + Expo in New York City.
People-centric media planning recognises that at every opportunity to see a piece of marketing communications, there is an individual person in a particular frame of mind on the other side. Variations in mind, and by extension, mood, are ultimately driven by context: where people are, who they are with, the day of week, time of day, what (else) they are doing at the time, etc.
Currently, media buys focus on maximising impressions, in order to build awareness. Whilst this may be a strategy for some marketing plans, in many cases marketers want to change the way people think and/or feel about their brands. Ultimately, context is a key determinant of whether advertising will be effective at shifting these perceptions. For example, someone in a more rational, actively engaged frame of mind will be open to a new product feature story, but less open to a message building emotional links to a brand.
In order to understand context, Pollinate has developed the Engage Model, a powerful new tool allowing media buyers and planners to compare media on an apples-to-apples basis: the frames of mind of the people engaged with each medium.
Here is the full presentation from the ARF conference, describing the academic literature upon which the Engage Model is designed, explaining the role of context in the effectiveness of advertising, and reviewing Pollinate’s research and development process to arrive at the model.
The presentation then offers three brief case studies demonstrating how the Engage Model has been leveraged by different industries with disparate marketing objectives, demonstrating the flexibility and power of this new, consumer-centric perspective on media consumption.
For additional information, please contact Howard Parry-Husbands at howard@pollinate.com.au