Report by Pauline Robson, managing partner, Blink consulting, MediaCom
Consumers have embraced intentional activities in a post pandemic world, pursuits that can be practiced mindfully such as walking, baking, reading and meditation. For some segments of society, activities connected to our passions have proved to be a means to help them manage mental health during a time of huge upheaval.
This mindset shift has opened up opportunities for more intentional and purposeful moments in life, and in media. Intentional consumption is about the nature of content rather than the channel. It’s about content that connects to consumers in a meaningful way because it reflects what they are passionate about.
It’s good news for advertisers because advertisements in immersive, ‘slow content’ environments are more likely to get noticed, but only if the advertising experience feels non interruptive and relevant according to this new work by MediaCom ‘Harnessing Intentional Attention’.
The report builds on previous attention-based insight from Magnetic including ‘Pay Attention’ and ‘Putting Attention into context’, taking the understanding about how advertising works into these pandemic times.
Increasingly there is an even wider commercial opportunity for advertisers, as publishers offer incredibly diverse ways to connect to their audiences. Events, licensing opportunities as well as data partnerships and e-commerce offer brands connections beyond advertising.
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