We invite brands into our lives to provide the products and services we need. And in this connected, switched-on world, we expect them to be available to us whenever and wherever we want. Yet this creates tension: exactly when and how are brands welcome to add value? Too often, consumers feel stalked and overloaded with advertising, messaging, reminders and push notifications. How can brands streamline, to target only the moments people are most receptive to them?
By Anne Rayner - Global Head of Communications Research, Kantar TNS
Anne is the Global Head of Communications Research for Kantar TNS, spanning creative development, media effectiveness, and touchpoints optimisation. She works closely with teams from across Kantar TNS to bring our best thinking and offers to our clients.