"Mind Map is a new media planning tool that enables advertisers to target audiences when they are most likely to engage. Created by omnichannel advertising platformAzerion, it is based on understanding how people feel and what they are doing when exposed to media on different channels, so that campaigns can be designed to reach them when they are most cognitively and emotionally receptive."
"Motivation and cognitive availability determine how audiences process brand messages, while receptivity fluctuates over the course of the day. Generational context shapes mindset and response. People between 35 and 54 are the most receptive age group, particularly when finding comfort or challenging themselves; those aged between 18 and 34 are most engaged when finding inspiration or feeling excited; and for older audiences (55 and over), challenging themselves and finding inspiration are the core mindsets for ad engagement."
Mind Map is a media planning tool from Azerion that targets audiences at moments of highest cognitive and emotional receptivity by aligning campaigns to audience mindsets. The approach leverages motivation and cognitive availability to determine how audiences process brand messages and recognizes daily fluctuations in receptivity. Highly receptive mindsets include finding inspiration, giving back, and challenging oneself; less receptive mindsets include escaping reality and relaxing. Generational differences influence which mindsets drive engagement: ages 35–54 are most receptive, 18–34 respond to inspiration and excitement, and 55+ to challenge and inspiration. Different channels serve distinct roles in matching mood to message.
Read at Exchangewire
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