At a recent event my colleague Kristopher Hull looked at advertising in an enlightening way: despite all the speed and complexity in the world today, marketers still need to reach the same brain. A consumer can be hit by up to 3,000 advertising impressions a day from hundreds of brands, but can process only a limited amount of this information.
Conventional wisdom suggests that the attention span of consumers is getting shorter. But going against this wisdom is the fact that people of all ages binge-watch shows for hours on Netflix. Further, Gen Z and Millennials, often stigmatized for suffering from Attention Deficit Disorder, spend hours on end at music festivals, mesmerized by the performers on stage.
Indeed, people pay attention to information (and brands) that are relevant and meaningful to them and ignore everything else. Neuroscience-based research conducted by Kantar TNS brought to light the fact that in a typical consumer journey only 20% of touchpoints account for 80% of the decision.continue reading »