Attention Deficit is Destroying Digital Video Advertising
January 16, 2019
“The advertising industry by and large has conquered the reach problem,” commented Seraj Bharwani, Chief Strategy Officer at AcuityAds. “Advertisers can reach most audience groups with remarkable precision using audience segmentation and classification systems provided by existing advertising technologies. Unfortunately, what remains out of reach is viewer attention.”
In Just a Minute
The graph on the right (created by Smart Insights) visualizes what happens in just 60 seconds on the web. We are constantly being bombarded with information, and marketers are battling for just a moment of our time. With all of this digital noise, is it possible to truly pay attention to it all?
According to Harvard Business Review, our brains are actually not wired for multitasking at all. “We have a brain with billions of neurons and many trillion of connections, but we seem incapable of doing multiple things at the same time. We instead switch tasks. Our brain chooses which information to process.”
The Quest for Attention
Marketers must take this into account when building strategic campaigns. Sound, sight, and motion is not always enough to keep audience attention. Research on in-player video viewership shows that viewers barely see half way through a 30-second video ad. In addition, over 90% of them will abandon the ad before watching it through to completion.
In an effort to counteract this, we’ve seen advertisements shrink from 30 to 15 to 6 – to even as low as 3 seconds. At that rate we’re practically headed into extinction, leaving one to wonder: is there any point in running an ad that people only watch for a few seconds?
Our research reveals a gap between the rationale for using video advertising to drive brand equity, and a lack of awareness on the role of true consumer attention. Download the full report, Attention: The New Media Currency and contact us to discuss how to capture a greater share of audience attention to your digital video advertising.