Not All Viewer Attention To Advertising Is Created Equal
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Marketers throughout history have sought to gain more insights into how their advertising reaches the right consumers at the right time. Almost half (47%) of consumers said they avoid ads because they’re annoying, according to a study by digital ad platform Infillion.
The finding suggests that advertising is “inherently bothersome, disruptive, irritating and distracting,” Infillion says.
The company recommends several ways to lessen the likelihood that consumers will avoid ads or feel annoyed by them.
“Not all attention is created equal. Marketers should strive to deliver premium experiential attention to clients, rather than interruptive attention,” according to Infillion. “This earned and highly engaged attention triggers deeper-level thinking that allows our attitudes, preferences, and decision-making frameworks to become more malleable and receptive to new information.”
