Drugi jezik na kojem je dostupan ovaj članak: Bosnian
As members of this year’s best media network in the world, according to AdAge and Adweek magazines, the media agencies of UM constantly work on the introduction and implementation of new global tools in daily collaboration with their business partners.
A Serbian citizen has at their disposal more than 100 TV channels, there are 17 million mobile devices of new technologies in Serbia, in BiH Facebook has more than 2 million profiles, and the citizens of Bulgaria send more than 11 billion SMS / MMS messages a year. There is also a similar “blood count” in the other SEE countries, in which the UM agencies operate. All this allows media users to consume a variety of content daily, across different devices and platforms. It allows each of us to become a creator, or editor of our media. Wave research into the habits of users of social media in Serbia shows that 90 percent of internet users manage their account on at least one of the social networks; they comment, post videos, pin pictures, chat…
This raises the question of how to reach that consumer and, most importantly, how to attract their attention amongst the abundance of content that surrounds them? The average attention span of an adult while looking at content was 12 seconds in 2000, and today it’s only 8 seconds! And in those 8 seconds you must “grab” their attention and convey a brand message. As a consequence, TV viewership is being fragmented to multiple channels, our attention is drawn by different content, we switch channels, glance at our phones, check Facebook and so on. Grabbing the attention of viewers today is the key to success.
That is why UM looks at today’s media from the perspective of identifying key life and media moments – from the perspective of the moment. How do we recognize the crucial moment, i.e. the time, place and context that means the most to people? In addition to excellent knowledge of media planning and media buying, employees of media agencies today need to know much more. They need to know how to combine data, creativity and emotions, and thus bring results for brands.
Teams from UM media agencies have had the opportunity to learn “What is the Moment?” through lectures and workshops.
“We are one of the few agencies, if not the only one, that is constantly investing in processes and tools that are unique to our markets,” said Tijana Stojanović, CEO of UM Ljubljana, while her colleague from UM Belgrade, Aleksandar Đorđević, added, “In time, when the needs of consumers go beyond identification with a brand, as well as the use value of the product itself, the key in communication is to find the right way, time and place of linking the brand with the moments, stories and things that really matter to the consumer.” Tarik Imamagić from UM Sarajevo points out that this training will help him towards a new way of thinking and will have a strong impact on his future approach to planning communication in the media which, ultimately, represents a great benefit for the clients, while Tomislav Lončarević from UM Zagreb simply concludes: “The Moments planning training was a training that matters.”
“A moment is our memory of a great life moment like when you buy a car or take a loan for an apartment, or a small moment like the first date, dinner …,” said Victor Croitoru and added: “That’s why we have to really listen to identify relevant media moments.”
UM agencies possess the information and tools that provide their employees with the ability to recognize key moments that are important to the people. UM agencies also provide their clients in the markets in which they operate with an introduction to the Moment Tool and the new planning process Moments Planning, as an innovation. This tool provides the ability to recognize these key moments and to connect them with relevant media channels and messages.
The data helps to identify the moments that provoke the emotions and attention of consumers, of just the right kind that brands want to reach. When these are recognized, media strategies and plans are built around them, in cooperation with media partners, creative teams and experts in digital media. When you recognize these key moments for consumers and the brand, then the business goals are more easily attainable. Moments thus become the success stories of a brand.