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COMPANIES & CAMPAIGNS

Overcoming perceptual vigilance and

harnessing disruption to capture attention

Attention spans are short, and they’re getting shorter. We recently worked with a number of top academics
Consumers today are bombarded with editorial, from the fields of linguistics, neuroscience and
commercial and social messages through more devices marketing to identify the theories and practices required
and sources than ever. As a video platform we’re acutely to capture a consumer’s attention. The unifying theme
aware of the challenges brands face when trying to from each of our experts was the importance of
engage consumers, and are especially conscious of the contextual storytelling. If consumers are to give up
damage that irrelevant messages can do - to both brands precious moments in their busy schedule to listen to
and publishers. what advertisers have to say, we have to offer them
something worthwhile in return.
At video intelligence we firmly believe that context is the
key to capturing and keeping a consumer’s attention. By Thousands of dollars are wasted as good video ads are
delivering content based on a consumer’s current delivered in the wrong context every day. An ad for a
behaviour, we see a far greater level of engagement. A Burberry trench coat is out-of-place on a sports
recent study we conducted with entertainment site The website, but on a fashion site it makes sense. And this
Wrap saw dwell time increase by 33% on pages with use of context translates into engagement and
contextual video content, while consumer perception of subsequently, sales.
the platform also increased. Equally, a contextually
placed commercial is far less likely to irritate a consumer, Publishers must learn to be creative when trying to
and spark negative feelings towards the publisher or capture consumers’ attention. We know that grabbing
brand whose product is featured. their attention doesn’t work - push notifications are
often cited as a leading reason for users uninstalling

40 June 2018 - Mobile & Video Marketing