January 16, 2023
Eyes4Research
A 2015 study by Microsoft Corporation found that humans have an average attention span of about 8 seconds– one second shorter than the amount of time it takes a goldfish to keep its focus on something. That was back in 2015, so it is probably not out of the question to assume that at least a second or two has been shaved off of that average by now, as modern life is more digitally saturated than ever. That means that advertising has precious few seconds to capture the attention of an audience and keep it long enough to make an impression that resonates and can be converted into sales. Here are 3 ways advertising agencies can make advertising more effective and reach a target audience:
Stop Them in Their Tracks
Advertising has always had to interrupt– it needs to make a potential customer stop scrolling or stop flipping through channels long enough to see the advertisement. The average person encounters countless amounts and varying types of media throughout their day, and more often than not, they are multi-tasking while they are engaging with it. Someone might begin their day listening to a playlist while eating breakfast, and working their way through their inbox. This multi-media/multi-tasking routine means that an advertiser’s window for grabbing someone’s attention is limited, and the audience can get bored and distracted quickly.
Stand Out and Get Seen
Once an advertisement has initially captured an audience’s attention, it should be unique in order to be memorable and effective. The best way to ensure an advertising campaign is memorable is to invest in a media schedule for ad frequency. The media landscape is highly competitive for an audience’s attention as well as fragmented. Advertising now stretches across many platforms: laptops, apps, television, radio, social media, tablets, podcasts, and more. More touch points mean more competition for the same audience.
Use Data to Give Customers What They Want
The best way for an advertiser to avoid the distraction from media oversaturation and have their ads break through the noise is to plan a strategy for the advertisements from the start. Market research helps a company gather insights to learn exactly what its customers like and want. The data collected from specialty panels like the Eyes4Research advertising agency panel can be used to craft messaging and creative that truly resonates with the desired audience in that crucial first few seconds. An advertisement that hits all of the notes of humor and entertainment, and elicits a positive emotional response from the viewer has the best chance of attracting the audience’s attention, as well as increasing the possibility of having the ad shared on social media, which is one of the most effective ways to reach as many potential customers as possible.
Read more about advertising and the consumers the ads need to reach on the Eyes4Research blog. Eyes4Research has the tools advertising agencies need to collect high-quality insights from consumers so they can target their client’s needs every time. Read more about our specialty panels here.