Attention Spans Are Dwindling. What Does That Mean For Advertisers?
A recent report by Neilsen and Taboola pointed out some interesting facts they’ve discovered about the human attention span. Let’s take a look at what this means for advertisers and the out of home industry.
The study by Nielsen tested people’s attentiveness and emotional response with different content experiences on digital devices.
Attention dropped from 12 seconds in 2000 to just 8 seconds in 2018 – beating the ever-distracted goldfish, which clocks in at 9 seconds.
The report tested scenarios to see when someone was more likely to pay attention to an online/mobile ad, watch it and interact with it. The study concluded that ads that were more intrusive, meaning you have to watch the ad before seeing your desired content, were not being paid attention to. Some people may even develop a negative reaction to it. The less intrusive an ad was, the more attention it got.
Taboola defined the best time to show an online ad as “The Moment of Next”. An ad placed at the end of an article or video scored the highest.
What does this mean for the out of home advertising industry?
Simply put, it means out of home is still a prime medium for advertising. Billboard ads are designed with a short read time in mind, so regardless of attention span, your message is getting to the people.
With shorter attention spans, ad blockers, bots, and privacy issues at hand, more advertisers are bound to recognize the value in out of home advertising. Adomni’s programmatic buying platform connects brands and agencies to consumers on the go via 150,000+ real-time digital screens in the real world. Now is the time to shift digital budgets from online to out of home.
Does this new information mean that more advertisers will jump onto the out of home bandwagon? Perhaps. And they should. OOH is as strong as ever, and continues to see growth year after year.