New AOL Content Research: How Eight Moments Define Behavior Around the World

Thursday
Sep 8 2016

New AOL Content Research: How Eight Moments Define Behavior Around the World

Advertisers are flooded with data on their target consumers. Who is the consumer? What audience segment are they in? Where do they live? On which device do they spend their time? Millions of data sets are just waiting to be connected for greater insights and targeting. And yet the missing piece in all of this data is the ‘Why’.

Why is the consumer interacting with your content and how can you use that to build stronger and more meaningful connections?

The ‘why’ is consumer motivation. It’s what makes us human. A consistent framework, regardless of country or culture. Considering the ‘why’ takes an advertisers’ insight beyond the content they’re creating. It connects them with what drives a consumer to interact with content in the first place. 

Our new global research study seeks to uncover that ‘why,’ and explores over 55,000 consumer interactions with online content to better understand their motivations. The research revealed that people around the world are engaging with digital content in eight different ways, which we refer to as “content moments.” A content moment is comprised of four elements before, during, and after engagement: the motivations for initiating the content experience, the emotions felt during the experience, the outcomes of the content, and the topic of the content. 

These eight content moments are:

  1. Inspire - Look for fresh ideas or trying something new
  2. Be in the Know - Stay updated or find relevant ideas
  3. Find - Seek answers or advice
  4. Comfort - Seek support or insight
  5. Connect - Learn something new or be part of a community
  6. Feel Good - Improve mood or feel relaxed
  7. Entertain - Look for an escape or a mental break
  8. Update Socially - Stay updated or take a mental break

The eight moments are universal across the globe, and yet the fulfilment of each moment contains a world of nuance. Even as people share similar experiences, they seek out different kinds of content depending on the many moments that make up a particular day. From mundane events like jogging to life changing experiences like welcoming a new baby, these experiences can provoke a multitude of unique moments and content.

The research was facilitated across eight global markets, including Brazil, Germany, Italy, Japan, the United Kingdom, Canada, the United States, and Spain. See what this means for marketers and publishers, and take a closer look at the data from our Global Content Moments Research.

Content moments for consumers in these eight global markets varied across the board. For example, consumers in Japan registered high with Feel Good and Inspire while consumers in Germany led with Entertain.

These findings and takeaways are meant to help advertisers reach consumers not only with standard targeting demographics, but within the right moment. For example,

Create content that adds value
Select the moments that best fit the brand, understand the motivations behind those moments and create customized content that fulfils those needs.

Vary your content topics and formats
Produce different types of content to reach more consumers across moments and target them in less crowded environments.

Anticipate each outcome
Understand consumers’ mindset in each moment and make it easy for them to take action, like making a purchase or getting more information.

Embrace a blend of data and creativity
For maximum campaign effectiveness, use insights from the eight content moments to inspire creative executions and align content with consumer expectations. 

Check out additional findings and infographic from the research.

Tags: Content Moments, Content Advertising

Research