Mind Map is a new media planning tool that enables advertisers to target audiences when they are most likely to engage. Created by omnichannel advertising platform Azerion, it is based on understanding how people feel and what they are doing when exposed to media on different channels, so that campaigns can be designed to reach them when they are most cognitively and emotionally receptive.
This approach applies existing knowledge around consumer mindsets and their role in effective advertising.
Mind Map is rooted in Meaningful Connections, an initiative launched by Mindshare, with Azerion and Differentology joining as contributing partners, that examines when, where and why people are most receptive to advertising. The first study identified 16 consumer mindsets and measured their importance in determining receptivity to advertising. The most recent project extends these findings by developing a metric that supports mindset-based targeting and channel strategies.
Key findings include:
Motivation and cognitive availability influence how audiences process brand messages, while receptivity changes over the course of the day. Highly receptive mindsets include Finding Inspiration, Giving Back, and Challenging Oneself, while less receptive mindsets include Escaping Reality, and Relaxing and De-stressing.
Generational context affects mindset and response. People between 35 and 54 are identified as the most receptive age group, particularly when Finding Comfort or Challenging Themselves. Those aged between 18 and 34 show higher engagement when Finding Inspiration or Feeling Excited. For audiences aged 55 and over, Challenging Themselves and Finding Inspiration are the core mindsets associated with ad engagement.
Channels play different roles. Audio is linked to emotional connection and focus, connected TV (CTV) is associated with relaxation and escapism, out-of-home (OOH) aligns with upbeat or purposeful moods, and web browsing supports curiosity and exploration.
The research is based on Azerion’s Communications Receptivity (CORE) Framework, a model designed to quantify when and where people are cognitively and emotionally open to brand messages. The framework supports a shift away from demographic targeting toward relevance-based engagement.
Mind Map connects audience mindsets with media behaviour to apply these insights in planning. By identifying the mindset most relevant to an advertiser’s brief and using receptivity data from the Meaningful Connections research, the tool recommends channels, times of day, and messaging styles aimed at creating relevant connections with consumers. Campaigns are activated through the Azerion Orchestrator, an AI-based planning tool.
Roxanne Harley, Head of growth, Azerion said, “Traditional demographic segmentation has served brands well for many years, ensuring they are seen by their audiences; however, it doesn’t guarantee that these people will be receptive to that ad, on that channel in that particular moment – reach does not equal engagement. Mind Map reflects the increased industry interest in and understanding of mindsets but takes the all-important step of making it actionable, giving advertisers the tools to find audiences when they are in the right headspace to engage with the message. Demographics still have a place, but the Mind Map will be a key planning tool for Azerion in 2026.”
