How many times have you visited your phone today? Did you receive notifications from LinkedIn or Facebook? Did someone publish an exciting video? And there are probably others to look in the same category… Just take a walk on Google to find them. Maybe you have already received new messages?
You have entered the problem. Our attention span is currently under severe strain. In fact, the ability to access a significant amount of information at any time via different devices makes it easier than ever to be distracted or overflowed. As if that were not enough, our devices and apps are designed to grab our attention, watering us with notifications in the hope of making us addicted.
Attention Deficit, A Long-Standing Problem
Giving marketing meaning through psychological interpretation to reach the consumer is nothing new. In 1895, one could already read in the specialized advertising magazine Printers Ink: “When we reach a stage a little more advanced, advertisers will study psychology like the teachers. Because, as distant as they may seem, these two professions pursue the same goal: to influence the human spirit. The fundamental questions will always be the same: what drives a customer to buy something he has seen in an advertisement, and how can a brand point it toward the classic course: “attention, interest, intention, purchase? “
The answer to this question? Relevance and customization. But with all the banners pop-ups, viral videos of 60 seconds and other notifications, the attention of the consumer has never been solicited. Brands are trying to make their voices heard even though the latter is over-exposed to commercials. Industry experts estimate that an individual is now exposed to around 5,000 advertisements a day. Therefore, how can your brand reach the consumer in this new era of the “economy of attention”?
The Right Message, In The Right Place And At The Right Time
to be viewed and read, the proposed content must be relevant and addressed to us promptly. Except that today, brands can deliver advertising to the consumer with high precision, choosing the right creative and the proper context, to engage the latter.
Today there is no more room for intrusive advertising, according to a study, 91% of consumers are more exasperated by advertising today than they were two years ago. But we have the technology to make sure the messages are relevant, or at least acceptable, rather than intrusive or just ignored.
Advertisements should be seen as a quiet incentive to act and — more importantly for marketing professionals — demonstrate a deep understanding of the consumer and his tastes. An advertisement for football match tickets, if it is broadcast at the right time and in the right geographical area, is likely to result in a purchase. The same ad advertised for a cycling, surfing or crossword lover is expected to get out of hand, especially if the person is on the train for a weekend in the country!
Artificial intelligence simplifies this approach based on relevance and personalization, making it more immediate and cost-effective, by offering the ability to deliver advertising at the right time and on a large scale. No more guesswork, we can now combine first-party data and third-party data to identify the individuals who will be interested in our products and services.
Similarly, the self-service platforms have a DCO module, which offers many formats and sizes of advertisements compatible with all major types of device, all without any human intervention. The process of optimizing dynamic creative identifies the product most likely to please, adapts it to the right format and delivers it at the right time and to the right user.
One Step Ahead
While traditional methods struggle to capture the attention of the consumer, AI allows advertisers to focus more on buying intent, saving time for advertisers in the long and complicated cycle of buying. The consumer’s act of purchase.
The economy of attention will remain on the agenda. What is certain is that the focus of consumers will continue to decrease. But technology, which often distracts consumers, should also save the advertising industry. If the psychological forces behind advertising do not change, technology has evolved enormously. With AI, data activation, media buying and creative optimization offer advertisers and consumers precisely what they want. It’s time for marketing professionals to take note.