Episode 72 Behavioral science for agencies: media planning
In this episode we explore how behavioral science can be applied to media planning. We discuss the fundamental attribution error and why this suggests brands should spend less time thinking about target audiences and more time thinking about target contexts. We then look at some specific moments that brands can target – such as when people are in a good mood or when their age ends in nine.
Episode Highlights
Rather than overly focusing on target audiences, media planners should prioritize target contexts. A person’s mood or situation can have a far greater impact on behavior than demographics alone.
People whose age ends in 9—like 29 or 39—are more likely to reflect on their lives and make big changes. These “nine-enders” are more open to new behaviors, making them ideal targets for brands looking to inspire action or shift habits.
Three takeaways: 1) Target context matters more than target audience. 2) People in good moods are more receptive to advertising. 3) “Nine-enders” are primed for change—ideal for campaigns focused on life transitions or new behaviors.
Resources & Useful Links
See below for additional resources from this week's episode.
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