“Attention-grabbing” does not always mean a positive user experience. In a digital environment, there are many formats aimed at drawing in consumer attention—banner ads, pop-ups, videos, ads above and below the fold—but these are just as likely (if not more so) to annoy users.
Maximizing attention above all else can come at the expense of brand reputation and ad effectiveness. Nowadays, due to the reputation of pop-up ads and their sheer volume across the web, two-thirds (63%) of Gen Z users apply ad blockers to avoid the intrusive ad format as much as possible. One study cites the three main reasons for deploying ad blockers as intrusiveness, irrelevance and repetition.
Research also shows that as the number of ads increases, user attention decreases. This is true for both broadcast and digital channels, including Snapchat and Meta, as well as YouTube, which recently launched global frequency capping. Other small adjustments such as placement can also have a positive effect: Although not within the immediate line of vision, ads below the fold benefit from the attention and engagement users have decided to give page content, generating 29% more than those above the fold. Premium digital environments—trusted brands with quality content and loyal audiences—have also been found to boost memorability, dwell times and engagement, increasing ad equity.
Successfully generating a global, captive audience takes a lot more than simply getting noticed. Tuning into the attention economy requires an industrywide shift, focused on creating a more collaborative ecosystem with a shared goal of putting consumer experience first.
Prioritizing personalization
There’s no value in grabbing attention if the content isn’t relevant to the people seeing it. As such, personalization is key to engaging consumers the right way, encouraging them to take action rather than moving on to another task. In fact, tailoring ads is proven to work for marketers, with 89% reporting a positive ROI when they focus on personalizing their campaigns and 60% of consumers agreeing they would return to a brand following a personalized experience.
