Attention Retention and the Fight Against Ad Fatigue
January 09, 2019
Call it what you want: ad fatigue, creative fatigue, banner blindness. One thing is for certain, inundating consumers with a barrage of the same ads over and over again is about as appealing as the day-old bagels in the office break room. And with the post-holiday slump, the pressure for advertisers to reactivate audiences and deliver highly relevant campaigns is at an all-time high. Not to worry, we are here to set you up for success as we dive into key ways to help you revive ads and fight the good fight against exhausted creative rotation.
It may come as no surprise that ad effectiveness declines as consumers become inundated with the same ads. Statistics actually indicate that engaged viewing time, earned views, and social interactions all decline rather rapidly once campaign execution begins:
Audience attention remains a proven pain for many marketers. In fact, according to our recent whitepaper Attention: The New Media Currency, only 7%of marketers admit to receiving full consumer attention. So how can we guarantee better audience attention in such a cluttered media environment?
Consider the Full Environment
The three most important environmental factors that affect audience attention are clutter, context, and timing. It’s crucial that marketers reach viewers when they are least distracted by ad load & noise (clutter), when they are in a contextually relevant ad environment (context), and when they are most available and willing to take the time to digest what they are seeing (timing). Unfortunately, our report determined that less than 1 in 10 marketers deem context or timing of media placement as essential to impacting a consumer’s attention.
AcuityAds and Nielsen research across 188 video creatives shows that brand equity highly correlates to audience attention with video.
Seen in the chart to the right, brand lift nearly doubles when video ads extend beyond two minutes. One can conclude that the more time viewers spent watching a video ad, the higher the ad effectiveness – proving that a consumer’s time is indeed becoming the new media currency.
Are you ready to retain consumer attention throughout the consumer journey? At AcuityAds, we guarantee both unduplicated reach & attention using real-time, in-player behavior data for optimization across publishing platforms. Check out our newest whitepaper or contact us to learn more!