The pandemic has created a situation where more people are spending time at home, actively looking to be entertained and engaged. Consumers are saturated by information, as social media platforms and online outlets compete aggressively to capture and retain users’ limited attention. Consequently, the attention that consumers have to dedicate to content is waning. With consumers actively choosing where to put their focus, experts are labeling this the age of the “attention economy.” This is presenting brands with a new challenge—getting and retaining the right kind of attention from skeptical and oversaturated consumers.
Here are some effective approaches to combat this challenge:
· Place your ads amongst quality content to capture the right kind of attention. An ad is likely to get more attention on a premium news or magazine site, as a result of both the trust that the publisher’s reputation passes on to the ads and the fact that the ads are not as disruptive.
· Build creatives that capture attention. The goal should be true engagement, so consumers will remember your brand. To figure out what consumers are likely to pay attention to in the future, it is important to rely on data that shows what consumers are paying attention to now as a starting point for new creatives.
· Target for maximum engagement. Select the right demographic before running an ad and make sure that ads are relevant to that demographic. It is also important to know when and where consumers are most in consumption mode, so that they are more likely to act on the ads.
Measuring your marketing performance has never been more crucial. Make sure that your advertising efforts are catching the attention of your consumers with our cost-effective research options. Learn more here or schedule a free consultation today.