Research Digest

Why ‘Wow. Right. Now’ Should Be Top of Mind in CTV Ads


  • The ‘Wow-Right-Now’ framework presents three different journeys for brands to create meaningful experiences.

  • Forty-six percent of consumers believe that whether they shop in-store or online, their experience is what ultimately matters.

  • Emotional and sensory experiences are a key driver of shopping choices in-store, however steps can be taken to translate those experiences via Connected TV.

With online shopping so prevalent nowadays, it begs the question: is brick-and-mortar in trouble? It’s more accurate to say that it is evolving, as in-store brands attempt to complement their online-only counterparts. Which brings us to our next question that we’ll address today: how do I deliver a “seamless” customer experience, whether that be in-store or online?

What is the ‘Wow. Right. Now’ Framework?

The ‘Wow. Right. Now’ (WRN) framework was born out of research from media network OMD, which surveyed over 4,300 respondents across 11 retail sectors. WRN presents three different pathways for brands to create meaningful experiences, with respect to a shift in consumer behavior. They need a “wow” moment, they need it be right, and they need it now.

If we analyze what this means in terms of shopping behavior, it’s that consumers rarely operate online or offline—it’s both. This framework attempts to help brands understand what strengths each of these retail channels provide, and adapt these learnings to their marketing strategy.

What Do Consumers Want?

Before we reach the topic of driving a seamless online journey with Connected TV, let’s lay out the facts. Consumer behavior has changed significantly over the past few years, and shoppers are demanding more than ever before. Brands need to be engaging them across a wide variety of media if they want to capture attention, which is why it’s crucial to have a multi-channel approach that extends both on- and offline.

As the chart above illustrates, consumers are keen on certain aspects of shopping. But most importantly, it’s important to note that nearly half (46%) of consumers prioritize overall the experience—whether they’re shopping on- or offline. It’s important to nail the smaller interactions, but keep in mind that it’s the sum of the parts that matters most.

How Can I Translate These Learnings to My Connected TV Advertising Creative?

The key is to create a positive experience for consumers, for the right reason and at the right time. And that journey doesn’t start in-store—it usually starts with the advertising experience which is the first-touchpoint that a consumer has with a brand. There are two things that consumers look for, which is a combination of price and promotion. Per the findings of Omnicon’s research:

  • 35% of consumers rely more on promotions post-pandemic
  • 39% constantly look for cheaper alternatives

This isn’t a surprise for many brands, however the type of marketing channel used to relay these two messages is paramount to success, and then the type of message that is sent to the consumer. Connected TV advertising is a powerful marketing tool to reach consumers, because it doesn’t only work in silos unlike other channels. MNTN Performance TV, for example, works to provide a ‘halo’ effect that has a positive impact on other owned channels like social and search. And it also works to connect various touch points throughout the entire customer journey from that first exposure to your brand, through to ‘sealing the deal’ with a conversion.

Understanding different consumer needs is something that varies between verticals and shopping choices, however these insights can be easily brought to life in Connected TV creative. Omnicon’s research presents the example of fashion and apparel. They found that 42% of shoppers want to touch and feel before buying. Compare that to electronics, in which 30% of buyers are more price-driven.

Across these two segments, almost a quarter (25%) are looking to convert immediately. Consider adapting your message according to these learnings—for example, if you are a fashion retailer, you might want to hone in on your product attributes (such as workmanship, fabrication and quality). Or, if you’re an electronic or health/brand brand, utilizing aggressive retargeting strategies combined with a solid call-to-action in your brand messaging by highlighting discounts and limited-time offer promotions to satiate this shopper’s need for immediacy, convenience and gratification.


The ‘Wow. Right. Now’ framework serves to provide three pathways for brands to connect with their shopper both online and offline, however brands need to first understand that lockdowns and the events over the past two years have changed the way shoppers approach their retail experience, with synchronicity, speed and convenience and personalization at the heart of it all.

Adapting and responding to differing consumer need states across industry verticals is key, however Connected TV advertising serves as a valuable tool and initial touchpoint to reach shoppers where they are, and connect with them all the way through to conversion. Highlighting ease, convenience and speed in CTV advertising can go a long way in helping brands connect with their shopper and enhance the overall customer experience.

Subscribe to the MNTN Research Weekly

Sign up to receive a weekly feed of curated research, sent straight to your inbox.