The first ever TV advertisement was aired in the United States on July 1, 1941 during a significant baseball match. At the time, roughly 100 advertisements were seen by audiences on a daily basis. However, this number has incredibly surged to 6,000 today and the progression continues.
According to TGI data, in the previous year, our media consumption reached an approximate 12 hours and 13 minutes per day. This illustrated a substantial rise of 15% from the duration of 10 hours and 36 minutes noted back in 2019, in merely a span of four years.
The competitiveness for attention is escalating due to factors such as an increase in the volume of ads being displayed on digital platforms, augmentation of options for digital audio, and an ongoing influx of video and television material. This scenario provokes a question for marketers; what should be their next step?
Preparation for attention
In an era full of diverse content, reach has been designated a basic criterion or hygiene factor. Consequently, the limited availability of attention has emerged as a prominent concern for marketers, akin to the challenges posed by constrictions of time or budget.
As we incorporate more into our lives, our capability to memorise information in a comprehensible manner is diminishing significantly. Advertisers are required to strategise keeping in mind the attention they can grab while ensuring the reach isn’t compromised. Hence, the topic of attention is gaining importance but is equally contentious.
This dilemma is particularly prevalent in digital channels and it can be argued that the viewability standards of the present Interactive Advertising Bureau (IAB) have not aged gracefully. Amid the deluge of content on our screens, digital advertising can seem akin to a game of Hide and Seek. An advertisement can be entirely visible but might not grab any attention.
Karen Nelson Field from Amplified Intelligence, a frontrunner in this field, recently discussed this concern at a TV Audience Measurement (TAM) Ireland Event. She analysed factors such as dwell time and slow and fast decay, and doubted the effectiveness of any video streaming that fails to hold attention for at least two seconds.
Diminishing trust
The term ‘fake news’, in one form or another, has been a part of our vocabulary for as long as news had existed. However, it got elevated to fame during the 2016 US elections, forming a crucial part of the rhetoric. It was a tweet by Donald Trump that ingrained this phrase into our language and it has since been a vital part of meme culture.
Trust is earned gradually, but can be shattered in seconds. Accusations of social media platforms disseminating false news have been prevalent for some time, however, 2023 stood out for the rapid decline of trust. Research from Kantar TGI indicates that nearly half of the adult population in Ireland is sceptical of information broadcasted on social media. Furthermore, the level of trust in banks is even lower at 40%, and a mere 19% of adults trust online content.
There has traditionally been a distrust towards advertising, however, recent times have shown an all-round dip in trust levels. A survey conducted by The Reputations Agency – RepTrak, which assesses trust in various sectors from automotive to retail, recorded a decline in trust ratings in 15 out of 16 tested sectors last year. Surprisingly, the banking sector’s trust level remained steady, while Communications/media sector slumped to the bottom of the scale. So, what should be done by marketers in light of this trend?
Encourage content from reliable distributors rather than focusing solely on acquiring cost-per-thousand (CPM) inventory at the lowest cost. As the general trust level continues to plummet, trustworthy publishers will rise in value. The necessity for quality control and fact-checking by newsrooms will also escalate due to the increase in deceptive AI and deep fakes.
In addition to that, support for dependable platforms is also crucial. For example, radio and digital audio have demonstrated strong performance on trust measures as per the dentsu Attention Economy 2023 report. Outdoor media, implementing bold, unapologetic messaging and targeting, could be a trust-building tool too.
It is essential to maintain a website content that aligns with customer needs. Position yourself as an expert in your field and optimise your on-site content for search engines for better ranking.
In an era of authenticity, consumers value rawness over perfection. This is evidenced by the popularity of BeReal, a social media channel that boasts 23 million active daily users. From a bare-faced Pamela Anderson at Paris Fashion Week, Kim Kardashian munching Cheetos on the cover of GQ, to real books of various sizes sitting on shelves in homes, imperfections have become the new trend.
The time of the perfect Instagram aesthetic has passed; TikTok’s more genuine and less refined look is now deemed more appealing.
The recent Christmas advertising campaign for Charlie’s Bar in Enniskillen, which caught the public’s attention and was widely featured in various global media, exemplifies its triumph. Given that today’s society is filled with perfectly staged lives, aided by AI and filters, it arouses a yearning for genuine experiences. How can marketers capitalise on this?
Whilst it may not be suitable for all brands, partnering with content creators can help target this authenticity. Be mindful of whom you associate with and adopt a longer-term plan rather than a quick fix solution to brand content. This approach may require conceding a degree of control, as not all creators comply with stringent brand guidelines, making it inappropriate for some.
The current sociological climate can be described as anxiety-ridden, fraught with a polycrisis of global issues that collectively are more profound than each on its own. The 24-hour news coverage and incessant social media updates exacerbate the sense of isolation. Many people are experiencing burnout, technology-induced detachment, and a growing disenchantment with the world – clear from a 2023 multi-market survey by Wunderman Thompson Intelligence Report involving adults from the US, UK and China.
The younger demographic bears the brunt of this disillusionment, witnessing a barrage of crises from climate change, Covid, warfare, and civil unrest all within a short span. These events have triggered crisis fatigue, with many resorting to seek moments of joy as a means of dealing with the persistent turbulence.
Examples of sought-after joy-filled experiences are prevalent, whether it is the popularity of the Barbie Movie, Lapland visits during the festive season, Time’s naming of Taylor Swift as person of the Year, the rise of adult cafe spots like Lego’s in Smithfield or pursuits typically classed as childish. So, how can marketers optimise this shift?
Embrace the amusing side of your brand. Indulge in creating pleasurable experiences that align with your brand identity. An escape from the harsh realities of life is often welcome; thus, consider investing in experiential campaigns that will enable customers to actively engage with your brand.
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