The positive side is that the amount of attention that consumers are likely to give to ads, regardless of brand or product, is quite predictable.
For instance, people in the cinema tend to pay high attention to ads and trailers. On the other hand, media multitaskers — for example, people who watch TV with a computer in their lap — tend to pay less attention.
If they are young and also have a mobile phone by their side, then they pay even less attention. Therefore, the best content for ads depends on the context in which viewers will be exposed to these ads, and the predicted level of attention that they are likely to provide. Here are four examples for video advertisements that have succeeded partially because they were used in the appropriate context. Advertising content needs to do two things — engage and persuade.
Ads traditionally spent more time doing the latter — in the pre-internet era, the main way people accessed information about new products or brands was through TV advertisements, so they were willing to pay sustained attention to promotional or informational content.
This holds true for B2B and B2C audiences alike. However, exceptions to this rule still exist. Consider a cinema, where consumers are relatively captive. In this context, advertisers can assume that their audience will pay full attention until the end of the commercial — so they can focus on persuasion and spend more of the ad time imparting product information.
Consider the following commercial for Samsung:. This ad does a terrific job of focusing on persuasion by showing the user experience with the product a voice- and gesture-activated television , and in a meaningful environment, one if which the actor is also watching movies.
Unlike cinema-goers, people who watch television have plenty of available alternatives. They can change the channel, pick up their smart phone, walk into the kitchen to have a snack, or even pause and then fast-forward through commercials. In an experiment over the internet, I played a subsample of 88 video ads for various food and beverage products — and told participants that they could skip any ad that they chose. Using an algorithm to measure their facial reaction, I was able to gauge the time and intensity of emotional engagement each ad elicited.
I then asked participants in the study to buy a confectionary product, and was able to correlate their purchasing choices to how intensely each advertisement engaged their attention.
But interestingly, it was not the most entertaining advertisement of the bunch, either. This is the best way to achieve a higher quality of attention. Measuring attention is undeniably a challenge. A single metric is unlikely to fully account for the different types of attention and all the variety of factors that influence it.
So is all this complexity worth our attention because ultimately the measure of success in advertising comes back to proving effective outcomes.
For attention to be taken seriously as a topic, there needs to be a link between attention and important KPIs, such as purchase and consideration. Neuroscience provides some compel- ling insight into this question. In this field, attention is referred to as memory encoding, and memory encoding is seen to be a crucial metric. The significance of memory goes even deeper than this, because our brains are very selective about what is stored away, and we tend to encode things for which the brain has already identified a use.
Therefore if something is encoded into memory, this is both an enabler and predictor of likely future behaviour. In neuroscience, we find that attention really matters because the ultimate goal of any campaign is always to create some kind of behaviour change.
Why Print? Prev Article. Insight Words by: Print Power. Not all reach is equal, and now is the time to consider quality attention.
Magnetic's latest report looks at why quality attention matters. As a sector, we have been working on a campaign to better promote a key benefit of magazines to advertisers - namely that we command a high quality of attention to the advertising in our channel, at exceptional value. Although this strength of magazines is long held and somewhat known, we believe it is more important than ever to demonstrate that - in a more distracted world - the trust, receptivity and quality time that consumers offer to magazines, helps drive great results for advertisers and brands.
The special issue magazines will be shared with agencies, target clients and industry commentators. The media industry is focused on reach and interruptive attention The digitalisation of content and distribution has made attention cheaper and easier to capture, and the abundance of data has enabled optimisation. Achieving a sustainable approach to attention The starting point is an appreciation that not all attention is equal, and that we need to place greater emphasis on quality attention.
How to measure attention The challenge, as always, comes back to measurement. People read what interests them, and sometimes it is an ad". I was at the Nedbank Digital Edge last week, and the entire narrative of the day was about "Storytelling". Good, relevant, meaningful content is crucial if you wish to make a connection with your consumer…and yes, even a 30 second ad is a piece of content. Why do people love to watch Nandos ads? Why do we remember them and talk about them?
Because they are funny, they are engaging, they challenge the convention. In short - they entertain us and so we will gladly watch them. Time and again. And we will talk about them - months and sometimes even years after they have flighted. Nandos ads are good content! I close with a case study that truly demonstrates the awesome power of having the right content that people wish to engage with…in late a Vietnamese developer, Nguyen Ha Dong, created a game for iOS and Android called Flappy Bird.
It was a ridiculous game where you navigated a little bird across your cellphone screen, dodging objects by tapping on the screen. The faster you tapped, the higher the bird flew allowing you to fly over trees and buildings. The slower you tapped, the lower he flew, enabling you to navigate under clouds. This game became an overnight phenomenon. By January of it reached number one on the App Store in over 50 different countries.
It was downloaded more than 50 million times. It was tweeted about nearly 16 million times.
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