For whom the bell tolls- Bots, Robots or Humans?

Come September announces autumn, everything that makes fall the best season from the gorgeous foliage to the festive traditions.

Come September is the fall for two industries; Broadcast and Media-advertising.

The TV industry with its practice of "Primetime"format driven; unwanted breaks for innate ads in between programs, pushes its audiences off.

The media industry's practice of  Targets, Tables, Calendars, Models, Templates and repeat..... pushes off it's consumers.

Both industries thrive on communication. Communication happens between humans.

We no longer live in the age of remix.

 “Thinkers” are not aggregators.

When you invoke true deep human emotions and feelings you better have them connect to something real. 

As media habits evolve, advertisers have to find the points of highly concentrated engagement through-out the day.

The study, from the IAB, demonstrates that brands should no longer expect a single, universal moment of greatest engagement. 

The consumer journeys through seven main content types:

 Episodic Shows

 Music
 News
 Podcasts
 Short Videos
 Social Media
 Weather

Diving in further the research begins to take a range of consumer attributes ( e.g; age, parental status) and device usage into account to allow for better targeting across dayparts and platforms.

Audience engagement:  82% of Millennials report that they check social media during various day-parts or all day long, while 66% of Boomers report the same.

 The top need states driving “Millennials” to check social media are to pass the time and be entertained versus “Boomers” are looking to “connect with others”.

Device choice differs during day-parts. Roughly dividing the time between mobile device and computers.

The traditional view of Prime Time is focused on “Reach”. Which has 69% reach rate. Whereas 71% engagement happens trough out the day at various time and parts.

Brand Action:

The IAB listed its key implications or brands when thinking about engaging people’s “Personal Primetime”

Consumers’ regular media diets cover a broad range of content, all throughout the day, multiple times a day. This creates multiple opportunities for connection, which can be tuned and sequenced for maximum engagement.

Need States always drive consumer engagement, but they are not one-size-fits-always – across media or across time - and this is an opportunity to tap into what moves consumers across content and across the day, for more relevant and valuable engagements.

 Media Engagement:

The age of “on-demand media” and pull content channels means now audiences have “Personal Prime Times.”

Audience use of multiple forms of digital media is getting more pervasive and more sophisticated – this latest research from the IAB starts to breakdown when, why and how people are engaging with their preferred digital channels.

Contents have to be original and creative. Creatives over the last few years have also evolved.

Creatives are the divergent of society, community and institution. The unfortunate truth is when they come out with solutions its tax worthy. 

Remember Globe theater by the stable boy named Shakespeare; 

Steve Job’s slogan “Think different”; coming out with a bitten apple logo changed the World, formed new norms, pushed people to change their behavior.

Time carries away the names of conquerors and commoners alike. All that remains, is in the memories of those who cared we came this way for a moment. And that very moment is only for "Humans".