We’ve come to a point where the attention span of consumers is extremely limited. Marketers are basing successful ad campaigns off impressions, rather than the amount of time a consumer spends on their brand or whether they even interact with the brand at all. This assumption that getting eyeballs on brands is enough to engage consumers would explain most of the current buzz around programmatic advertising.
Let’s step out of the mobile device for just a second. Think about sitting in front of the TV to watch a show, sporting event, or even the news. People have their phones on their lap or in hand, not even fully consumed by the content they’re watching on the big screen and instead intermittently flicking through social media, emails etc… With that the case, the instant commercials come on, they’ll immediately bury their head into their phones to dive into the digital world for a few minutes until whatever they were “watching” comes back on.
That said, is simply getting an impression from someone who consumes massive amounts of content each day really enough to have your brand stick in their minds?
It may be great to put numbers like “50,000 people saw this ad” into reports, but in reality they didn’t actually see the ad. Their eyes glazed over it, hardly a blip on their radar during their journey through the digital world. That user might be standing in the rain at the bus stop, or sweating on their walk from the train to their job in 100 degree heat and the last thing they want is to feel inundated with an ad for that soccer jersey they looked at 3 weeks ago (I know from experience). Marketers and these big data companies are relying on reports on “views” that frankly don’t explain much about consumers and their behavior at all, let alone react in real time to said behavior. This is just feeding this never ending cycle of wasted time and ad spend. Marketers need to stop focusing on these impressions and start focusing on the conversations they’re having with the individual consumer. Make what happens after they click your link, hashtag, or social post intelligent and specific to that person. Paying attention to your individual consumers will call to their subconscious, allowing them to feel connected with your brand. Give them games to play, a chance to be rewarded for their time, then have your offering be specific to them based on the weather, time of day, or where they are, anything that roots your brand into their heart. For example, reward someone with an iced coffee on that 90 degree Monday morning commute to work, or free pizza delivery on a snowy night.
These are the MOMENTS that mobile has the power to own and change across the entire marketing landscape. Mobile is allowing us to evolve at the same rate as our audience, and we need to react to this evolution.