What marketers should do to plan media around meaningful moments

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

UM's Wave 9 – The Meaning of Moments builds on eleven years of global social tracking. Since the Wave project's conception in 2006, the social media landscape has changed beyond belief – as has the way that consumers and brands behave within it.

The findings of Wave 9 – The Meaning of Moments show that there has been a fundamental shift in the role that social media plays in people's lives since we began our Wave study. We have seen a 37% drop in the number of people saying that social media was good for 'fun and entertainment' than when...

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