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INSIGHT SOLUTION<br />
This can be accomplished by leveraging<br />
not only demographic and behavioral<br />
insights, but the full scope of motivations<br />
that drive people to interact with certain<br />
types of content.<br />
SEE IT IN ACTION<br />
Again, DreamRite wants to position themselves as a leader in health and wellness. To better understand<br />
how audiences interact with health content, we uncovered the top content moments within the category,<br />
encompassing specific motivations, emotions and outcomes.<br />
MOMENTS<br />
MOTIVATIONS<br />
EMOTIONS<br />
OUTCOMES<br />
Based on AOL’s “Content Moments”<br />
research, we know that eight moments<br />
define consumer content experiences.<br />
By planning around consumer behavior<br />
in these various moments, advertisers<br />
FIND<br />
45% of online<br />
content moments<br />
COMFORT<br />
17% of online<br />
content moments<br />
Seeking answers and<br />
researching something specific<br />
Seeking support and insight<br />
Focused and motivated<br />
Tense, frustrated<br />
and anxious<br />
Ready to act<br />
Feeling a better sense<br />
of understanding<br />
can develop content that drives them<br />
toward engagement.<br />
INSPIRE<br />
17% of online<br />
content moments<br />
Seeking fresh ideas, ready to<br />
try something new or think<br />
from a different angle<br />
Relaxed and inspired<br />
Primed for<br />
further action<br />
Through what we call a “portfolio<br />
approach,” you can expand your reach<br />
by developing content for the different<br />
moments consumers are likely to be<br />
immersed in.<br />
Consumers are overwhelmingly in the FIND moment when consuming content in the health and wellness<br />
category. But to maximize touchpoints with consumers, DreamRite created relevant content in multiple<br />
moments, including COMFORT and INSPIRE. DreamRite developed a portfolio of content to reach users in<br />
these key health content moments, including:<br />
• 5 Ways to Get Better Sleep Tonight [FIND]<br />
• Why Millions of People Need Help with Sleep [COMFORT]<br />
• These Celebrities Say Sleep is Key to Happiness [INSPIRE]<br />
Not only did DreamRite’s concepts resonate with audiences based on their motivations, but they expanded<br />
reach by developing relevant content across multiple key consumer moments.<br />
HOW TO MAKE THE <strong>CONSUMER</strong> YOUR BRANDED CONTENT MUSE<br />
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