Marketers often assume that consumers will watch all of their 10 second ad on YouTube or stick around for the entirety of their Instagram carousel. The reality, however, is that you’re likely to be getting far less of your audience’s attention than you might like.
We’ve all heard that it takes 7 seconds to begin forming an impression. Well, one study conducted by Mars neuroscientists found that marketers actually get about 2 seconds to start making an impression with audiences online. While there is, of course, no way of determining for certain just how long consumers are spending looking at your ad in particular, one thing is for sure: it’s probably much less time than you think – and that has some serious implications for your marketing campaigns.
The attention economy
Attention is limited. It can be concentrated on one task or spread over several tasks, but in the end, it’s a zero-sum game. Modern media recognizes this fact. We are constantly bombarded by media that constantly vies for our attention, a process made easier by the availability of on-demand services and the widespread acceptance of multi-screen habits.
The outcome is that as content proliferates to capture consumer interest, attention becomes an increasingly scarce resource.
Making marketing even more challenging, the limited attention spans often coincide with a culture of low commitment towards content consumption. In this culture, impressions and views don’t necessarily mean that consumers are engaged.
Overcoming low commitment
A large percentage of marketing content, including ads and social media posts, are created with the objective of attracting maximum viewership. While this isn’t necessarily negative, if the medium garners minimal engagement and consequently low attention, it becomes challenging to achieve any genuine or enduring brand recognition.
So, even though views and ad impressions are beneficial, businesses and marketers must take a results-focused approach, looking past those figures and analyzing how these views are converting into tangible results. If your ad is getting impressions, but those impressions are not converting into qualified leads and sales, then it’s all in vain.
Logic vs. emotion
Understanding the role emotion plays in consumer decision-making may be one of the most effective methods for marketers and brands to tackle the challenges of low attention and commitment.
Cadbury’s generosity-themed campaign is one of the most rewarded marketing efforts in recent years. Although the concept is indirectly linked to the product, it effectively engages audiences by portraying easily relatable scenarios that remain in the viewer’s mind long after the advertisement has been viewed. Rather than emphasizing how excellent or tasty Cadbury chocolate is, these advertisements narrate stories.
Telling stories in this manner directly connects with our emotional, bypassing our logical thinking. In an era where grabbing attention is paramount, the capability to stir emotions in the audience is essential not only for provoking an immediate response but also for making that response memorable. Given that an average advertisement only has seconds to leave a lasting impact, eliciting an emotional response could provide the additional time needed to hold attention and convey sufficient information to secure a crucial sale.
Final thoughts
Perhaps the worst mistake your ads can make is being dull, especially in an era where audience attention is often divided across multiple screens or focused on things other than sales pitches.
The significant challenge your marketing strategies must surmount is being overlooked, dismissed, or scrolled past without notice before you can even start gaining your prospect’s attention. Given the limited time you have to accomplish this, it’s crucial to test your ads in the most realistic environment with external audiences. This will ensure your ads are standing out amidst the distractions of everyday life and successfully capturing consumer interest and engagement.
The impact of the attention economy on marketers (bmmagazine.co.uk)
