H2 2021 Breakthrough Moments
Mobile device usage grew considerably in 2021, reaching 4.2 hours per day, up 11% from 2020.
When you take into account waking hours, that’s one-third of a consumer’s day! As consumers spend increasingly more time on mobile devices, tablets, and computers, 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 consumers’ attention, brands must work exceptionally hard to stick 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, 1:1 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 H2 Breakthrough Moments and shine a light on how best to create lasting and powerful moments with your own advertising initiatives.
H2 2021: Persevering Through Uncertainty
At the start of 2021, hope was on the horizon as two COVID-19 vaccines began rolling out to populations across the country. After spending much of 2020 in survival mode, marketers eagerly anticipated a gradual return to some sense of normalcy. By June 2021, our First Half 2021 Breakthrough Moments thrived in this ‘new normal’, leaning into many of the trends that began at the start of the pandemic-health & wellness, bulk sizes and savings, and music streaming, among many.
Industry Benchmarks
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4.1%
- Google Mobile
- Search CTR
- Benchmark
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0.6%
- Google Mobile
- Search CTR
- Benchmark
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2.62%
- Google Mobile
- Search CTR
- Benchmark
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2.25%
- Google Mobile
- Search CTR
- Benchmark
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xx%
- Google Mobile
- Search CTR
- Benchmark
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5.41%
Moments CTR
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9x*
Above Benchmark Industry
The unofficial drink of the summer, these alcoholic beverages are great for beach days, cookouts, and pool parties. To meet the moment of this summer trend, Anheuser-Busch promoted three lines of hard seltzer-Bud Light Seltzer, Michelob ULTRA Organic Seltzer, and Bon Viv. The creative matched the season, instantly transporting consumers to the pool with each can of hard seltzer lounging on their own pool floatie, surrounded by palm trees. The $5 rebate offer, against the white background, boldly stands out, encouraging shoppers to stock up on their favorite drink and save. With an impressive 11.85% CTR, this Breakthrough Moment is ready for a celebration.
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5.41%
Moments CTR
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9x*
Above Industry Benchmark
Inspired by these shifting trends, new products have hit the shelves-legume pastas. Barilla, Italy’s No. 1 brand of pasta, recently advertised their Red Lentil Spaghetti, a one ingredient, protein-packed and excellent source of fiber pasta, giving all pasta lovers the opportunity to add variety to their meals. The plate of pasta at the top of the creative looks delicious, and is sure to make consumers’ mouths water. If the crisp, white text, with perfect alliteration, doesn’t convince consumers of the tastiness of the product, the People Food Awards Winner logo surely does. Finally, the Target logo at the bottom of the ad provides consumers with all the information they need to stock up on this spaghetti. Overall, this Breakthrough Moment packed a powerful punch and resulted in strong consumer engagement.
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5.41%
Moments CTR
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9x*
Above Industry Benchmark
Bread & Butter Wines uncorked the Moment with this straightforward ad, driving awareness of their delicious selection of wines. The brand certainly drank their own juice and didn’t overthink this creative, aligning the color scheme perfectly to the colors of the wine bottles. The three words “GOOD. HONEST. DELICIOUS” describe the Bread & Butter wines perfectly and speak directly to the attributes consumers’ value in wine. And finally, the gold CTA entices adults to save $15 on their next wine purchase, an offer hard to turn down. With an incredible double-digit CTR, this clean ad certainly wasn’t overthought, and delivered an expert Breakthrough Moment.
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5.41%
Moments CTR
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9x*
Above Industry Benchmarks
Pendleton Whisky, a spirit portfolio born in the Great Northwest, met the mark with this rustic Moment, a great representation of their adventurous brand. The live-action rodeo shot expertly matches the iconic Pendleton brand logo, showing a visual representation of ‘True Western Tradition’. The addition of animation within this creative brings the ad to life, calling attention first to the Pendleton Whisky bottle, then to the fire pit sweepstakes and finally to the ‘Enter To Win’ button bouncing into the frame. With a double-digit CTR, this ad is a bold and smooth Breakthrough Moment.
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5.41%
Moments CTR
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9x*
Above Industry Benchmarks
Pendleton Whisky, a spirit portfolio born in the Great Northwest, met the mark with this rustic Moment, a great representation of their adventurous brand. The live-action rodeo shot expertly matches the iconic Pendleton brand logo, showing a visual representation of ‘True Western Tradition’. The addition of animation within this creative brings the ad to life, calling attention first to the Pendleton Whisky bottle, then to the fire pit sweepstakes and finally to the ‘Enter To Win’ button bouncing into the frame. With a double-digit CTR, this ad is a bold and smooth Breakthrough Moment.
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5.41%
Moments CTR
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9x*
Above Industry Benchmark
Tribute Wine met the Moment with this captivating video creative, detailing Tribute’s delicious Cabernet Sauvignon. The video is accentuated by only the most important information-the Tribute logo and the 90 Points Wine Enthusiast certificate, signaling to wine connoisseurs that this wine is spectacular. The video itself is a perfect blend of vineyard photography and product shots, enticing every wine lover to pour their own glass of Tribute’s rich Cabernet Sauvignon. With a double-digit CTR, Tribute’s video Moment was a perfect pour, to the delight of consumers and sommeliers alike!