For the past six decades brick and mortar stores have defined the Retail Trade Area with neatly drawn concentric circles around their locations. The store on the map became the center point from which all circulated media was drawn.
Today the consumer is the center of the trade area and all media must surround them. PREformance Marketing calls this the Consumer Trade Area or C.T.A. Every media touch point, both online and offline, is an opportunity to engage the consumer and alter their path to purchase. These engagement points are the key to media effectiveness and measured attribution.
Advertisers need to think about the consumer as they go through their day, knowing it will be different during the week versus weekend, even winter versus summer. How you engage with your consumers and more importantly when, is critical to campaign effectiveness.