Horizon Media Develops Mood-Based Planning And Buying Approach For Audio
February 20, 2015 at 6:13 AM (PT)
HORIZON MEDIA has established a mood-based roadmap for planning audio investments, a process that creates recommendations based on the emotional experience brands want to create or connect with versus the traditional demographic-based planning and buying approach. HORIZON partnered with iHEARTMEDIA to conduct a study into the future of audio. This research looks to provide a blueprint for a new cross-optimization platform for audio, enabling marketers to more efficiently and effectively link their brands with consumers by engaging at a deeper, enduring level.
"We've turned the audio planning model on its head," said HORIZON WHY GROUP Chief SHERI RODER. "By identifying and detailing the underlying motivations that compel people to choose different platforms and content, we were able to construct a fresh approach that transcends the existing audio landscape precisely because it is predicated on a person's desired emotional or sensory state. In the future, we will be able to make planning and buying decisions using mood and emotion as the pivot point, regardless of whatever new technologies and behaviors develop."
The agency will marry its consumer emotion and mood insights with its recently expanded proprietary planning and activation tool, AUDIO BRANDRATINGS, to give the agency viewability into viable alternatives to target based on emotion in the right environments.