Research Tidbit: Is your advertising really getting your customer’s attention?
While people often use three, four and five forms of media simultaneously, it’s still possible to engage multi-taskers. In fact, they want you to. A new report released this week by Mediaedge:cia, the Group M agency, finds that 59 percent of those in a state of partial attention, or not fully engaged with one medium but rather scanning multiple media, are most responsive to so-called “pull†media, which requires them to fully and voluntarily engage. While most do not want to be interrupted, they are willing to put their full attention on a message that interests them. The study, which surveyed 22,255 adults in 23 countries, including the U.S., suggests that if the message is on target, it can cut through and other distractions won’t matter.
What exactly is partial attention? Partial attention is a state where you’re dealing with a primary task, all the while scanning the background in case something more interesting or important appears.
Why is it a concern for advertisers? Traditional communication approaches are based on the principle of exclusive exposure to a medium: when they’re watching TV, they’re watching TV. Except they’re not “watching TV†anymore: when they do sit down to watch it, they’re sending a text message, reading magazines, talking to people on the phone, even during their favorite shows.
What can advertisers do to make sure consumers are being fully, not partially, engaged? Consider what state of attention their audience will be in when they are targeting them and communicate accordingly. Consider the context in which communication will be consumed and providing contextually relevant content and means of delivery.
Young people are the most in a state of partial attention. The group least likely to be in this state are senior managers and unskilled manual workers. Senior managers are likely to be busy and need to remain focused, while manual workers often lack the personal agency for self-direction at work. They can only do what they’re told.
Many people in a state of partial attention are genuinely looking to be interrupted by something more interesting. This offers an opportunity for a form of permissible interruption, as long as that interruption is contextually relevant.
Radio performs well in reaching a captive audience (mostly commuters). Aside from cell phones, enjoying the occasional happy meal or applying lipstick, most do not multi-task while driving. Ensure your message is relevant to your customer’s lifestyle, is memorable and offers a valid reason for them to contact you.
Any thoughts or questions? Feedback is always welcome. Thank you!
Source: www.medialifemagazine.com
Posted by:
Michelle Strom
Fisher Communications
KOMO 1000 NEWS, KING FM 98.1, KVI 570 TALK, KPLZ FM/STAR 101.5
253-677-3113 Phone ~ 206-404-3629 Fax ~ mstrom@fisherradio.com
Growing businesses through smart marketing since 1992.