3 Key Moments for Targeted Advertising — and How to Leverage Them

Are you struggling to break through in overcrowded ad channels and engage your audience at the precise moment of their need? If so, discovering Point-of-Need advertising opportunities could be the game-changer you need.

Many advertisers fall into the trap of using traditional channels—investing heavily in Google keywords, Facebook ads, and the occasional billboard. However, these platforms are saturated, making it tough to stand out. This means higher costs for dwindling returns.

To distance yourself from competitors and target audiences more effectively, it’s time to consider Point-of-Need (PoN) advertising. This approach places your message in front of users exactly when they need it, cutting through the clutter and capturing attention when it matters the most.

Understanding Point-of-Need Advertising and Its Importance

Point-of-Need (PoN) advertising might seem like a novel term, but its concept is powerful and practical. It involves reaching an audience at the specific moment when they are most engaged and in need of something—like during a flight, while waiting for a taxi, or streaming their favorite show.

In an era where traditional ads are frequently ignored, PoN advertising strategically targets moments when your audience is particularly attentive. By doing so, you ensure your brand gets noticed, boosting engagement and increasing the likelihood of driving meaningful results.

Three Effective Point-of-Need Advertising Strategies

If you’re unsure how to start with PoN advertising, we’ve got three impactful approaches for you. These strategies can reshape your marketing efforts and are supported by resources like HubSpot’s Free Advertising Plan Kit.

1. Capitalize on WiFi Sponsorships

WiFi sponsorships in transportation hubs—such as airports and trains—are highly effective PoN advertising opportunities. For example, one of HubSpot’s most successful ad campaigns featured WiFi ads on airplanes, proving that this strategy hits users when they’re most attentive. When travelers seek WiFi access, they’re willing to watch a short ad to get online, creating a prime moment for your brand to engage them.

2. Leverage Gig Marketplaces

Advertising on gig marketplace apps like Lyft and DoorDash presents another PoN opportunity. Think about it: users are actively engaged while waiting for a ride or a delivery. During this waiting period, they’re deeply focused on the app, making it an ideal moment to display your ad. For instance, when a user is tracking their Uber ride, they’re giving undivided attention, transforming the app into a potent advertising platform.

3. Utilize Low-Cost or Free Streaming Services

Over-the-Top (OTT) advertising on free or low-cost streaming services, like Hulu or Peacock, is another effective PoN strategy. Viewers are already settled in to consume content, making them more tolerant of short ads. This approach ensures your message is seen when users are relaxed and ready to engage, thus enhancing the impact.

For more insights on untapped advertising opportunities, check out the full episode of Marketing Against the Grain where we dive deeper into these strategies.

This blog series partners with Marketing Against the Grain, a video podcast where marketing visionaries Kipp Bodnar and Kieran Flanagan explore growth strategies with top industry leaders.

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