Gone is the era where traditional advertising would do the trick. Attention span has declined rapidly leaving conventional methods of communication clueless. People hardly glance at print ads. Most of us have our news apps that prove to be a good reading on our way to work. Beside, aren’t we all going paperless?
The biggies solved the channel-surfing-during-break problem by strategically placing the same ad at the same time in every channel you would probably surf to. This is called a roadblock. But today, people grab their mobile or iPad during breaks and continue a parallel activity online. Your move corporates!
Outdoor is one medium that still has some scope, thanks to the ever increasing traffic on roads. When your car is sandwiched between others, your eyes wander and sure something interesting catches your eye, but not before you tweet about the #trafficjam and warn others not to take the route.
In the pre-app era, everybody had to live with the ads. Even if it caused a huge intrusion, there was no way out. The best form of advertising is when you are in the frame of mind to receive it. This ideal situation is hardly ever a reality. Here’s a quick study on “behavior during ads on TV”
Two sections of people were taken – Advertising professionals (sample = 10) and non advertising professionals (sample = 20).
Parallel activities –
There was a very interesting trend that emerged among most tech savvy people. Television is no more the focus. While watching TV, they usually engage in a parallel activity which is mostly reading or gaming. During breaks, they go back to this activity.
3 seconder -
Here’s another observation. People decide whether the ad is interesting or not in the first 3 seconds. Across 30 people, those who changed channels or picked up their gadgets, did so after 3 seconds. This is purely an observation.
Are these a game changer for advertising in TV? Does this affect mobile advertising?
What do you do during TV commercials?
Always online while watching TV. A lot of people tweet about what they are watching and read something the moment an ad starts!
well if its an interesting ad we all watch it and love it otherwise i just wait for the ads to get over. in some cases we watch the entire ad but we dont even remember the product because of the poor presentation. also some of the ads are just preposterous e.g. u enter a bank and the employees celebrate ur birthday (when we know the real story) etc etc.
While the written article is true about people behaviour towards adds in today’s time, people still love watching them if there is somthing to watch or experience. For ex- If cadbury adds gives you feeling of love and affection any number of times you see, the Jago Re or Voda adds surely are stoppers….Its all to do with the innovatation, creativity, sesibility, scalability and the message advertiser has chosen to convey by his/her adds. Adds do have long life.
have to say i love adorable ads and those with striking concept and maybe a catchy tune to flaunt the same….yes the time when advertisements made people sit up and take notice of the worth of a product is gradually vanishing . .