My Micro-Moments, A Test on Digital Ads Performance



In this digital era, as everybody tries to escape from annoying ads with add-in tools or ad-free memberships, utilizing micro-moments when people want to know something, discovery something or do something is a smarter way for digital marketers to promote their products.


To test the level of impact of how micro-moments shape my preferences as well as purchase decisions, I did a little experiment by observing my micro-moments during the past week.

First thing is about the occasion. Living in a city with the greatest variety, I guess the most common thing for us might be that we get caught in the subway to work or home every day. In the past seven days, I was exposed to the micro-moments most on my commute journey. Whenever I checked the subway app, there were always display ads popping up. When I encountered something that I didn’t understand from the Wall Street Journal news that I was reading on the train, I looked up in the Google Search. Yet, sadly, I didn’t see any ads that were relevant or drew my interests.

However, I discovered that apps like Amazon, Facebook, and Yelp are the platforms that utilize my micro-moments well enough. In the past week, I’ve been watching The Man In the High Castle on Amazon Prime Video and surprisingly Amazon frequently promoted other dramas and sports events that actually invoked my interests. Meanwhile, on Facebook, I enjoyed the additional information that was provided by the ads which were closely related to my content preferences. When I was thinking about where I should have my lunch, I simply switched to Yelp to look for the restaurants that I like. All these micro-moments gave me a good experience and the impulse to try something new.



Anyway, my one-week micro-moment observation experiment was unique based on my personal habits and interests, but marketers should really consider discovering special occasions and building relevant platforms that capture people’s micro-moments. In this way, digital advertising would be more effective.
Location: 美國紐約州紐約

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