People don’t move through life as audience segments; they move through moments. Whether it’s ordering takeout after a grueling workday or preparing for a football match on Saturday afternoon, these moments matter more to marketers than traditional target audiences. Join us to see how occasion-based marketing shapes brand roles, creative, channels, and measurement by adding context and intent to audience strategies.
Each moment creates a different need and a different role for brands. This panel will explore how brands can plan around those moments. Using everyday routines and cultural occasions, speakers will share how commerce media can shape creative, channel, and measurement decisions to help brands show up in relevant ways at high-intent moments, drive sales, and prove incremental impact while creating experiences that feel useful and not intrusive to consumers.
Each moment creates a different need and a different role for brands. This panel will explore how brands can plan around those moments. Using everyday routines and cultural occasions, speakers will share how commerce media can shape creative, channel, and measurement decisions to help brands show up in relevant ways at high-intent moments, drive sales, and prove incremental impact while creating experiences that feel useful and not intrusive to consumers.
Speakers
Key Takeaways
- Occasion adds the “why now.” Audience data explains who the consumer is, while occasion reveals what they are trying to accomplish in a particular moment.
- Different moments require different strategies. Creative, products, offers, channels, and timing should reflect the consumer’s immediate need.
- Brand and performance can work together. Occasion-led commerce media can build relevance and preference while also driving measurable action.
- Success must go beyond ROAS. Marketers should consider incrementality, brand choice, repeat purchase, retention, and customer lifetime value.
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