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COMPANIES & CAMPAIGNS

apps and ad-blockers are more popular than ever, with If they’re visiting a site and looking for something in
30% of internet users set to use one in 2018. particular, disruption affects their whole process, which
is a problem for them.”
In our film ‘Consumer Behavior,’ Isabelle Szmigin,
Professor of Marketing at Birmingham University, breaks “On the other hand, finding something that disrupts us
down two key pieces of consumer behavior that present in a way that grabs our attention makes us think or
a serious challenge to publishers and brands - multi- makes us look at it can be a good thing. The trick to
screening and perceptual vigilance. overcoming perceptual vigilance is finding disruption
that consumers can relate to. Publishers have got to be
Multi-screening is a relatively new problem facing aware of different age socio-economic groups who
advertisers - it’s now completely normal for consumers to might be consuming their content. When we can find
switch from one screen to another - whether to avoid something that is specific and interesting to particular
advertising content or simply because they are distracted groups, we should aim to match these stories with
by what’s happening on another device: relevant audiences.“

Szmigin explains: “One of the problems advertisers face The key to ensuring we’re engaging consumers with
when consumers are using multiple platforms is that content, rather than irritating them, is context. If we can
consumers are taking in less information from more present consumers with content we know they are likely
sources. Publishers have to think about getting a story or to be interested in, we can use the element of surprise
piece of information across quickly and succinctly. We to our advantage. If we use disruptive techniques
have to accept that consumers will be moving from their without considering context, we’re likely to irritate
phone to their tablet, to a TV.” consumers and risk turning them off our brand,
message or campaign completely.
Perceptual vigilance, meanwhile, has always been
around - but an increase in branded content across With the advent of GDPR, advertisers have a real
multiple platforms means consumers use this more and opportunity to heed this advice and focus on creating
more often nowadays. Essentially, perceptual vigilance is compelling, narrative-led content to engage consumers,
a subconscious mental state where our brain is ‘on rather than the hyperactive, programmatic approach
guard’ to deal with non-essential content - often that has helped create the attention-deficit economy we
advertising. When adverts were delivered in predictable now have.
formats like four-minute breaks in television shows, we
could easily predict when to switch this ‘vigilance’ on, but Now the reset button has been hit on consumer data, I
in the age of branded content and sponsored social firmly believe contextually targeted storytelling can help
posts, we’re constantly having to decide for ourselves if rebuild a degree of trust between advertisers and
content should be taken at face value or treated as an consumers. If we’re delivering messaging that takes its
advert. cues from a person’s actual interests and activities,
we’re much more likely to deliver relevant content that is
This presents a major problem when it comes to of interest to consumers, and in turn more likely to hold
capturing a consumer’s attention: if they are used to their attention long enough to convey our message. ◊
exercising this perceptual vigilance, they’re automatically
on the defensive when it comes to giving away their
attention or affection, and are less likely to engage with
advertising content.

Perceptual vigilance can also be used to tackle a method
used by many modern brands and publishers: disruption. By Kai Henniges, CEO,
video intelligence
Szmigin explains how disruption can be both a positive
and a negative for consumers: “Doing something that’s
different or unexpected often triggers vigilance -
consumers basically filter these messages out. Very
often consumers get annoyed if their lives are disrupted.

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