It is true that the consumer's attention span is getting shorter and shorter, so it is important that we craft a message in a format that will hold attention as much as possible. If we get the consumer's attention, that's more than half the battle.
Media sales reps and the advertising professionals working with them have quite the strategic jobs. The media sellers need to make sure that they sell the majority (if not the entirety) of their inventory to hit certain sales goals, while also giving quality placements to the ad folks whom are spending money with them. The ad folks need to make sure that the placements they are buying will reach their consumer at the right time, and each placement maximizes the opportunity of being seen and noticed.
But what if the placement is overdone?
Perhaps this has happened to you: you turn on Hulu to catch a show, and opted to watch the show with the commercial breaks. You know, because you love advertising.
And each and every commercial break is the exact same commercial,by the exact same company. You begin to lose your mind. Ugh, the monotony!
We were speaking with a friend of ours and the Super Bowl commercials came up. He commented, "if I have to see another Ford or GM commercial, I'm going to flip."
And we are sure several others have the same sentiment. Ad fatigue, or the restlessness and growing displeasure a consumer feels when seeing the same commercial, is hard to calculate its impact. How many consumers is the brand losing because people are sick and tired of seeing their ads? That would be an interesting study to consider. That would mean that the media seller would have to pay closer attention to what spots they are giving the brand, and the brand needs to make sure that the timing between each spot is long enough that fatigue wouldn't develop.
The jobs just got a little bit harder.
The question though, would the added effort be worth it?
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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