"There is a huge amount of fake content, so trust has never been more important. Curation is becoming more important. And this is where visual discovery plays a really interesting role. When you make a purchase, it isn't always a rational decision. There is an element of imagination, who you want to be, where do you want to go, trying on different hats. Part of that exploration is imagining your new life, piecing together the elements of the life that you want before you make that purchase."
"The problem, as the panel framed it, is that most media systems are still engineered to compete at the end of the journey. They are busy chasing demand that has already been formed by someone else. There's a lot of conversation around context. Creativity is built but you've got to make sure that you've got conversion as well. We often in media just get one size."
"It's about moving from attention to intention. The ones that can really capitalise and reach audiences with purposeful content and add value are the ones that win. Just because you're visible, it doesn't mean it doesn't mean you're desired. The focus needs to be on purposeful content that helps audiences progress from awareness toward intent."
Consumers often decide before typing into a search bar. Intent is formed through exploration and visual discovery that accumulates above the purchase funnel. Trust and curation become more important because fake content is widespread. Purchases are not always rational; imagination and identity play a role in trying on different possibilities. Exploration involves imagining a new life and assembling desired elements before buying. Many media systems still compete at the end of the journey by chasing demand already created elsewhere. Media needs to move from attention to intention with context, creativity, and conversion, using purposeful content that adds value. Visibility alone does not guarantee desire.
Read at B&T
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