Reddit and InMarket partner to measure the real-world impact of advertising campaigns with InMarket LCI®.
H1 2021
Breakthrough
Moments
Introduction
Consumers’ digital screen time has skyrocketed over the last several years. In 2020, eMarketer found that the average US adult spent over 13 hours (13 hours and 21 minutes) with media and more than 4 hours a day on mobile devices. As consumers spend increasingly more time in front of screens, there is plenty of opportunity for brands to engage with consumers. In fact, the average American is exposed to as many as 10,000 advertisements each day.With so much competition for attention, brands must work exceptionally hard to stand out from the crowd.
For over a decade, InMarket has been dedicated to providing solutions for performance-driven brands and agencies to ‘break through’ the white noise of media clutter and drive value. In particular, InMarket’s Moments ad unit is incredibly unique in that it combines timing, relevance, and context to elevate an advertisement into hyper-relevant brand experiences. Given this incredible value, it’s no wonder Moments advertising outperforms all other advertising or customer outreach initiatives including email, search, digital and mobile advertising, and more when it comes to engagement and click-through rates.
According to Forrester Research, consumers are undergoing a mobile mind shift—“the expectation that one can get what they want in their immediate context and moments of need.” The mobile Moment is a crucial component of customer experience, but creating a powerful Moment is a balance of art and science. With this in mind, we’re taking this opportunity to recognize 2021’s H1 Breakthrough Moments and shine a light on how best to create lasting and powerful moments with your own advertising initiatives.
For over a decade, InMarket has been dedicated to providing solutions for performance-driven brands and agencies to ‘break through’ the white noise of media clutter and drive value. In particular, InMarket’s Moments ad unit is incredibly unique in that it combines timing, relevance, and context to elevate an advertisement into hyper-relevant brand experiences. Given this incredible value, it’s no wonder Moments advertising outperforms all other advertising or customer outreach initiatives including email, search, digital and mobile advertising, and more when it comes to engagement and click-through rates.
According to Forrester Research, consumers are undergoing a mobile mind shift—“the expectation that one can get what they want in their immediate context and moments of need.” The mobile Moment is a crucial component of customer experience, but creating a powerful Moment is a balance of art and science. With this in mind, we’re taking this opportunity to recognize 2021’s H1 Breakthrough Moments and shine a light on how best to create lasting and powerful moments with your own advertising initiatives.
H1 2021:
Thriving In The New
Normal
When the pandemic first reached the US in the Spring of 2020, no one had any idea how tremendous nor longlasting the impacts would be. Marketers spent much of 2020 in survival mode, adapting to the significant changes caused by the pandemic including in-store shopping restrictions, supply chain delays, and inventory shortages. Our First Half and Second Half 2020 Breakthrough Moments winners demonstrated remarkable flexibility, evolving quickly to the dramatic shifts in consumer behaviors.
Fortunately, 2021 began with the rollout of multiple COVID-19 vaccines, an incredible feat that brought with it signs of hope for a soon return to normal. By June 30, 66% of the US adult population had received at least one dose of the vaccine. InMarket’s quarterly foot traffic report found that store visitation was much more stable throughout the first and second quarters as consumers adapted to ‘the new normal’.
Our H1 2021 Breakthrough Moments winners leaned into many of the trends we saw emerge in 2020—bulk sizes and savings, music streaming, and health & wellness. They not only broke through the clutter, but thrived, appealing to consumers navigating ‘the new normal’. Overall, our Breakthrough Moments winners stood out from the crowd, outperforming industry benchmarks and meeting consumers in the Moments that matter.
INDUSTRY BENCHMARKS
0
%
Google Mobile Search CTR Benchmark
0
%
Google Mobile Display CTR Benchmark
0
%
MailChimp Average Email CTR
0
%
Clevertap Average Push Notification CTR
M&M’S ® are long-known for their variety of treats and fun characters. In 2021, M&M’S® evolved the 2020 Messages program to facilitate more personal, meaningful moments of connection by adding the ability to Say it with Music. M&M’S ® turned their Messages packs into a medium for sharing music that allows sharable expression with others. Each pack linked to a specific playlist, curated by M&M’S® . The fun-loving M&M’S® ‘spokescandies’ wore headphones and were no-doubt listening to one of the 13 customized Spotify playlists. M&M’S® broke through to consumers with this music-based program, letting shoppers sing it with Spotify. It was a perfect marriage of two major trends of the last year—chocolate consumption and music streaming. Overall, the ‘message’ was heard loud and clear with this M&M’S® sweetly satisfying Breakthrough Moment.
0
%
Moments CTR
0
x
Above Industry
Benchmark
With health and wellness being top of mind for many the past year, many consumers turned to vitamins and supplements to enhance their immune system in a bid to prevent severe COVID-19 infection. Bayer used Moments to drive awareness of several different health products, from vitamins to immune support, all beneficial additions to one’s diet. The ads varied in style across the brand’s different product lines, with each seamlessly matching the ad’s color scheme to the product’s packaging color. Each had a simple, direct CTA–“Shop Now”–and called out the retailer, providing all the information a shopper would need to know for a seamless purchase. The overall simplicity of each ad resulted in high engagement, creating several healthy Breakthrough Moments.
0
%
Moments CTR
0
x
Above Industry
Benchmark
During the pandemic, juice sales boomed as consumers sought out ways to increase vitamin intake, while also indulging in comfort foods and drinks. Welch’s met the Moment with this juicy creative featuring their Passion Fruit juice in a new, bigger size. InMarket research found that purchases of bulk sized items increased during the pandemic as shoppers looked to minimize grocery store trips, so this new product size was perfectly suited for the Moment. The ad was incredibly simple, with the $1 coupon call-to-action (CTA) featured uniquely at the top of the ad, immediately capturing the attention of thirsty shoppers. The CTA was supported with specific aisle directions, ensuring shoppers knew exactly where to go once in-stores. The yellow CTA and white text popped against the cool blue background, with the product shot taking up the majority of the ad. Overall, the creative successfully captured the attention of shoppers and executed a spectacular Breakthrough Moment.
0
%
Moments CTR
0
x
Above Industry
Benchmark
One of the bright spots in the last year has been the way communities have come together, supporting loved ones near and far. Using Moments, Western Union ‘gifted’ consumers a BOGO offer to consumers at select grocery stores, enticing them to use the staple brand’s money transfer service. The brand’s signature yellow and black colors dominated this creative, with the gift box capturing the viewer’s attention. The copy was simple and concise, and the CTA was direct, leading to a landing page that matched the ad and provided consumers with all the necessary information for a smooth transfer. While finances can be overwhelming, this Moment was anything but, with the stellar CTR proving how sometimes less is more.
0
%
Moments CTR
0
x
Above Industry
Benchmark
Download the Report
