Named by Deloitte as one of the top marketing trends of 2016, moment marketing inevitably earned a spot on the Performance Marketing Insights: Europe’s agenda.
During his session, TVTY’s managing director EMEA, Antoine de Kermel, shared his expertise on targeting audiences during specific time frames and how it ties in with TV advertising as a way of putting numbers to campaign performance.
Pointing to the idea that consumers are more likely to engage when ‘the time is right’, de Kermel highlights the elements that form the basis of moment marketing. Moment intensity and dynamic targeting are key, and marketers need to remember to not only use the relevant marketing channels but also the right devise and contextualised creatives.
Watch the full interview below, where de Kermel also acknowledges the challenges surrounding the strategy, in particular that of a need for wider all-round education on the relatively new-to-surface technique.