In the mood

A recent AOL campaign ran with the following statements:

• The internet is over taking other media as a destination for relaxation, with more users now using the internet (60%) for downtime than the radio (41%), TV (58%) or newspapers (50%).
• However, the study shows that despite the majority of consumers (55%) choosing the internet out of work to ‘relax’, few describe the experience as comforting (8%) or safe (6%).
• By understanding the online consumers' minds and responding with appropriate messages, advertisers can build a more engaging dialogue with their audience and have a better chance of initiating a purchase decision, which, unlike other media can be made immediately online.

The first statement is interesting, the second subjective (what were the questions and alternative answers?) and the third unrelated! It seems to be a statement that could apply just as well to any marketing.

But I guess the message that they are getting across is that knowing who is looking at your advertising is only half the picture. You also need to know what state of mind they are in when they look at it. And as AOL has a home / entertainment based audience, they would say that their audience in more likely to be in the mood / position to be marketed to.