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2023
Breakthrough
Moments
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Introduction
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Consumer mobile device usage continued to reach new heights in 2023, with eMarketer reporting that on average, consumers spent 230 minutes per day—or over 3 hours—on their mobile devices . In fact, more than half of US consumers’ time spent on digital devices is on mobile, more than a laptop/desktop, Connected TV, or other device. With consumers spending a significant portion of their days online—nearly a third of their waking hours!—consuming media, there is plenty of opportunity for brands to engage with consumers and build deep brand relationships. However, being seen—and more importantly heard—is increasingly difficult. 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 13 years, InMarket has been dedicated to providing solutions for performance-driving brands and agencies to‘break through’ the noise of media saturation and drive powerful brand value and engagement . In particular, InMarket’s Moments advertising solution is an incredibly unique tool 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 surprise that Moments advertising outperforms other media initiatives when it comes to engagement and click-through rates !
According to Forrester Research, consumers are undergoing amobile mind shift—“the expectation that one can get what they want in their immediate context and moments of need.” As we continue to march forward into the future of marketing, these contextual brand experiences will become increasingly important touchpoints. But creating these highly relevant, hyper-personalized, powerful Moments is no easy feat. In fact, it requires a delicate balance of art and science.
With this in mind, we’re taking this opportunity to recognize the2023 Breakthrough Moments winners and shine a light on the best of the best while also offering other brands an inside look on how to dazzle and delight consumers with powerful Moments that ultimately create long-lasting relationships.
For over 13 years, InMarket has been dedicated to providing solutions for performance-driving brands and agencies to
According to Forrester Research, consumers are undergoing a
With this in mind, we’re taking this opportunity to recognize the
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2023:
Standing Out From The Crowd
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In the past few years, marketers have faced a number of intense challenges that have not only
complicated daily responsibilities, but completely challenged traditional, tried & true strategies for
engaging consumers. Shipping delays, inventory shortages, growing inflation, record fuel costs, and
more have greatly impacted consumer lives and complicated the marketer’s job.
In the wake of these ongoing challenges, brands have had to work incredibly hard to stand out from the crowd and engage consumers, drive sales, and strengthen brand loyalty. Creating brand experiences that don’t feel like ads is no small feat—but when combined with a thorough understanding of consumer context to engage shoppers when & where it matters most, it can lead to extraordinary results. This year’s winning Breakthrough Moments leveraged creative tactics like animation, celebrity images, and playful headlines, in addition to offering coupons and driving convenience, to appeal to consumers and spur action.
Our 2023 Breakthrough Moments winners not only broke through the noise and clutter, but engaged consumers and achieved incredible success. Overall, our Breakthrough Moments winners stood out from the crowd, outperforming industry benchmarks and meeting consumers in the Moments that matter most!
In the wake of these ongoing challenges, brands have had to work incredibly hard to stand out from the crowd and engage consumers, drive sales, and strengthen brand loyalty. Creating brand experiences that don’t feel like ads is no small feat—but when combined with a thorough understanding of consumer context to engage shoppers when & where it matters most, it can lead to extraordinary results. This year’s winning Breakthrough Moments leveraged creative tactics like animation, celebrity images, and playful headlines, in addition to offering coupons and driving convenience, to appeal to consumers and spur action.
Our 2023 Breakthrough Moments winners not only broke through the noise and clutter, but engaged consumers and achieved incredible success. Overall, our Breakthrough Moments winners stood out from the crowd, outperforming industry benchmarks and meeting consumers in the Moments that matter most!
INDUSTRY BENCHMARKS
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Google Mobile Search CTR Benchmark
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Google Mobile Display CTR Benchmark
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Google Mobile Display CTR Benchmark
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Clevertap Average Push Notification CTR
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Michelob ULTRA’s iconic logo is front and center with this
campaign that promoted its partnership with a regional
convenience store retailer. Driving awareness of an offer on
the tasty food & beverage combination favored by many,
the red ribbon accentuates the cold Michelob ULTRA
bottle in the forefront with the delicious pizza in the
background, adding depth to the experience. The ribbon
logo is repeated on the beer bottle and in the Michelob
ULTRA logo, tying the entire creative together. The
straightforward messaging and CTA encourage viewers to
get their hands on a Michelob ULTRA and pizza today
(where legally permissible). Overall, this is a ribbon-worthy
Breakthrough Moment!
*WHERE LEGALLY PERMISSIBLE
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Moments CTR
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Above Industry
Benchmark
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/07/Asset-3@2x-894x1024.png)
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![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/07/Wendys_logo_2012.svg-1024x438.png)
Wendy’s made a big splash with this campaign promoting
the new 2 for $6 meal deal. The product images—a 10-
piece nugget, Mint Strawberry Lemonade, Dave’s Single,
and Spicy Chicken Sandwich were the main attraction,
popping out against the red background. The large bold ‘2
FOR $6’ messaging emphasizes the incredible value of this
Wendy’s offering, with the Wendy’s logo popping out in
the middle. The blue CTA of ‘ORDER NOW’ subtly matches
the blue of Wendy’s dress and bows, tying the whole
creative together. With a strong CTR, this Wendy’s
campaign was certainly a big Breakthrough Moment!
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Moments CTR
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Above Industry
Benchmark
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The Mars Agency promoted their KittenWiseTM Sample
Box, featuring a variety of kitten products for kittens (and
their pet owners) to sample. The adorable kitten is front
and center, surrounded by tiny hearts, immediately
capturing the attention of cat lovers. The cute KittenWise
logo introduces the KittenWise Sample Box giveaway, with
the yellow CTA enticing cat owners to enter to win. The
inclusion of the various Mars pet brands—GREENIESTM,
IAMSTM, SHEBA®, TEMPTATIONSTM, and NUTROTM—drive
subtle brand awareness of the various Mars Pet Brands
available to cat owners. With a strong CTR, this campaign
from the Mars Agency was a ‘paw-some’ Breakthrough
Moment!
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Moments CTR
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Above Industry
Benchmark
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What’s “Not” to love about this NotMayo Breakthrough
Moment? Kraft Heinz and NotCo captured the appetites of
hungry consumers with this mouthwatering creative
promoting NotMayo plant-based mayonnaise. The image
quality is superb and crisp, and the subtle shadows and
highlights really make the sandwich pop off the screen
(and make your mouth water!). With its colorful and
effective design it’s not a question—this “NotMayo”
creative is certainly a Breakthrough Moment!
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Moments CTR
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Above Industry
Benchmark
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Welch’s surely shined with this creative that featured their
new mini-sized sparkling grape juice. With a shimmering
green background that paired festively with the red
product image, Welch’s leaned into the holiday spirit
perfectly. The ‘New! Mini Size’ callout and the playful ‘Add A
Little Sparkling’ tagline emphasize the product innovation
that makes this beverage a perfect beverage for the
holiday season. With an impressive CTR, this campaign
from Welch’s was a dazzling Breakthrough Moment!
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Moments CTR
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Above Industry
Benchmark
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/07/Asset-12@2x-762x1024.png)
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/08/Lunchables_BreakthroughGIF-v21-ezgif.com-optimize.gif)
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Lunchables served up this fun, animated creative to
promote new Lunchables Crispy Grilled Cheesies.
Featuring floating pepperonis and cheese that melts out of
the delicious grilled cheese, this campaign certainly leaves
your mouth watering! The ad utilizes the Lunchables brand
colors to drive consistency, and clearly calls out the product
difference (Crispy from the Microwave) for the new Grilled
Cheesies product. The Try Now CTA invites shoppers to
locate a store near them where they can find Grilled
Cheesies to drive trial.
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Moments CTR
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Above Industry
Benchmark
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BiC® sparked a Breakthrough Moment with this campaign
promoting their EZ Reach® lighter. Leaning into the
multiple uses of these lighters, the clever ad featured
celebrities Martha Stewart, Snoop Dogg, and Willie Nelson.
The ad’s use of bright background colors draws your
attention to the celebrities while keeping the entire layout
very clean, and the CTA is incredibly direct, guiding
shoppers to checkout to purchase their own BiC® EZ
Reach lighter.
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Moments CTR
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Above Industry
Benchmark
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/07/Asset-17@2x-893x1024.png)
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CURAD Performance Series spoke to the athlete with this
campaign promoting their Antibacterial Bandages. The
image of the cyclist—affixed with an orange bandage on
his knee—the IRONMAN logo, and the ‘Official Medical
Supplier’ headline emphasizes the superior quality of the
bandages, fit for even the highest-performing athlete. The
large headline plays into the sporty theme of the creative,
while the aisle directive leads shoppers exactly where to
find the bandages and the sub-headline reinforces the
bandages’ support and protection. Overall, this campaign
achieved peak performance and is certainly a
Breakthrough Moment!
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Moments CTR
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Above Industry
Benchmark
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Idaho Lottery scored a winning Breakthrough Moment
with this creative. Modeled after a scratch-off lottery ticket,
this interactive ad invited users to scratch off squares to
reveal the invitation to download the Idaho Lottery app.
The ‘PLAY NOW’ CTA led users directly to download the
mobile app, simplifying the entire experience. The clever
use of mimicking the mechanics of an actual physical
lottery ticket makes this Idaho Lottery creative a winner!
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Moments CTR
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Above Industry
Benchmark
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/08/Idaho_Lottery_BreakthroughGIF-v21-ezgif.com-optimize.gif)
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/08/CA_Beef_BreakthroughGIF-v3-ezgif.com-optimize.gif)
![](https://inmarket2.wpenginepowered.com/wp-content/uploads/2024/07/Asset-29@2x.png)
CURAD Performance Series spoke to the athlete with this
campaign promoting their Antibacterial Bandages. The
image of the cyclist—affixed with an orange bandage on
his knee—the IRONMAN logo, and the ‘Official Medical
Supplier’ headline emphasizes the superior quality of the
bandages, fit for even the highest-performing athlete. The
large headline plays into the sporty theme of the creative,
while the aisle directive leads shoppers exactly where to
find the bandages and the sub-headline reinforces the
bandages’ support and protection. Overall, this campaign
achieved peak performance and is certainly a
Breakthrough Moment!
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Moments CTR
0
x
Above Industry
Benchmark
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Download the Report
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