In media it's the micro moments that matter. Those nano seconds when a potential customer makes a decision to buy or not to engage with your product brand or service. That means being totally aware of the small details that can make or break your media message. Research shows that 50% of buyers purchase a product or service they originally did not go searching for. Why is this so ...it's those micro moments when your offer caught their eye and they stopped looking for the original unit they set out to buy or compare. In particular the "now medium " is the mobile phone. The mobile phone consumer on average looks at their phone 150 times per day. With the small screen of the mobile it means that detail and micro moments become critical. Lose them here and they are long gone. It pays to measure the moments that matter from your opening headline to a simple effective statement of what you are offering and most importantly making it easy to buy. The advice is..... be useful in the micro moments. It is here that the fleeting purchaser will make the decisions not in the broad scope and complexity of your message. Media Futures presents articles that may have interest for marketers, advertisers and the media community.If your media policy, media strategy, media planning and media buying need a refresh, we recommend you seek out an independent media professional.