As content accounts for more of marketers' budgets, finding direct paths to target audiences becomes increasingly important. AOL Insights analyzed over 7,300 moments when a person engaged with specific content and uncovered new findings that can help marketers better develop content.
"Marketers are good at knowing when and where consumers access content," said AOL consumer analytics and research vp Christian Kugel. "This research illuminates some of the missing pieces and gives insight into how and why consumers interact with content. Smart marketers can add this knowledge to their toolset to develop content that matches the motivation of viewers, ultimately resulting in a deeper, better and more impactful connections with consumers on any device."
This story first appeared in the Dec. 14 issue of Adweek magazine. Click here to subscribe.