Speaking at MediaPost’s Cross-Channel Marketing Insider Summit, Jim Spaeth, chief product officer at RealityMine, says the holy grail for marketers continues to be getting the right ad to the right person at the right time.
“But it not always easy to do,” says Spaeth. He says there is increasingly a complicated mix of factors to consider such as location, social setting, activities, emotions and the sequencing of events.
Spaeth talks about an example of where a brand manager of a quick service restaurant is analyzing lunchtime behavior -- in particular how to expand weekday lunch traffic to weekend lunch traffic.
It may be about broadening a target: Looking at consumers who go to all kinds of restaurants -- not just QSRs. Maybe it’s even bigger than that, total meals -- at home, at restaurants, at work, at friends' homes.
Marketing decisions should also factor in when someone is “hungry” -- not just when they are “eating” -- which could be a half-hour time period before one actually eats. That could be anywhere from 10 a.m. to 2 p.m.
And then one needs to consider this: “About 4% is of the population is hungry at any given moment,” says Spaeth.