Timing makes messaging more powerful

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Messaging That Matches the Moment

Insights from Ariyh

Ad copy is not one-size-fits-all, and your audience’s state of mind should shape your approach. Recent research shows that timing matters more than we think.

If you’re reaching people in a rush, your ads should be direct and informative. But if your audience is relaxed, you’ll see better results with storytelling and emotional appeal.

Let’s break it down:

Busy brains want utility:
In a large-scale study involving over 570,000 mobile ad views, researchers found that when people were multitasking or short on time, they were far more receptive to clear, benefit-driven messages.

Think product features, direct headlines, and value-focused copy. For example, busy users preferred a headphone ad highlighting sound quality over one focusing on how happy music makes you feel.

Leisure mode craves emotion:
In contrast, when viewers were relaxed, emotional storytelling performed better. They resonated more with ads that tapped into feelings, experiences, and aspirations.

For example, a relaxed audience rated a language course higher when it was framed as a joyful learning journey instead of a productivity booster.

How to implement?

When placing media, think beyond audience demographics—consider their context.
→ Use rational, concise ads during commute hours, workdays, or placements like billboards and in-feed scrolls.→ Use emotional messaging in videos, weekend campaigns, and relaxed viewing environments like YouTube or TV.

The Takeaway
Attention is contextual. Meet people where they are mentally, and your message will land strongly.

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