Is your brand operating at the speed of mobile?

Moments, by definition, don’t last.

A moments sibling “micro-moments” are defined by Google as those moments you turn to your phone to seek instant gratification via search.

Brands and the consumers who would say “I’m a fan of <brand>” each have their micro-moments.

For the brand, their’s is likely to be an ad (in any form – print, digital, video, other) or perhaps even their packaging.

For consumers, the moments are often tied to things that interest them which could be simply a heart-warming brand story that they want to learn more about, or it could be a really strong call-to-action centered on monetary reward.

Moments are all around us and ever refreshed. All of them happening with a phone in hand or at arm’s length.

In these myriad moments, there is one thing that will set one apart from another – the speed of the mobile experience.

As this article from Media Post points out, if your mobile experience takes longer than 3 seconds to load, 53% of those attempting to load your site/page will leave.

What this means is your brand had the consumer right up until their moment faded from mind and they gave up and did something else instead.

This is the speed of mobile. It’s called “right ?*$%&-ing now!”

And this time spent in the (micro) moment also includes the person finding the page/site they think is the right page/site. The time spent in finding where to go to get instant gratification is just as important as the time waiting for a page/site to load.

So, in the micro-moment, is it better for your brand to give the consumer exactly what they want, exactly when they want it?

Absolutely it is. There’s a $$ cost to being slow.

You have to get them your brand’s content instantly, aka, at the speed of mobile.

Every second counts and at the speed of mobile, all moments require an instant connection to the inspiring brand content.

If making a consumer search for your brand adds more seconds past 3 seconds to load, then you may be spending your brand’s ad dollars in pursuit of less than half the audience.

The more time it takes to find your brand in their moment just adds to missing the moment.


Dale Knoop leads a great team working to make TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.