Three Reasons Why We Ignore Video: Hey, You! Pay Attention! by ProQuest


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									     Three Reasons Why We Ignore Video

     Hey, You! Pay Attention!

         have been watching a movie for 3 days now. The one           global audience on a wider base of networks means

                                                                                                                                     Spicy Ideas
         lonely Hulu Firefox tab is surrounded by Gmail,              less average interaction time. All of this information can
         Pandora, UPS tracking, Kayak, and half-read articles.        lead to overload, burnout, and an even shorter attention
     Marty Feldman’s 1977 classic The Last Remake of Beau             span for new content or ads. The current reaction in
     Geste is a Mel Brooks-style comedy featuring short               advertising is to interrupt more often and with bigger,
     scenes mixed with sight gags and sophomoric humor,               bolder content. Times Square in New York City is a great
     held loosely together by a classic fish-out-of-water story.      example of what ad one-upmanship can create. Only
     This style is a mirror of current consumer attitudes.            time will tell how consumers deal with being crushed by
     Make me laugh, make it snappy, and get out of the way.           content. But this is what we wanted, right?

                                                                                                                                     By Jose Castillo
     But why can’t I find 84 minutes of uninterrupted time?
        Distractions and short attention spans are the culprits       Blinded by Science
     for ignoring advertisements, but it gets even scarier. I            The most interesting reason that consumers are not
     find myself disregarding content just as often as ads.           paying attention is a physiological one. It’s probably a
     Now that I have your full attention (until your Twitter/         self-defense mechanism to keep us from buying too
     email/text/Facebook beeps at you), let’s look at three           many “free” credit reports or overdosing on boring news
     reasons why consumers are ignoring video.                        anchors. But eye-tracking research shows that we are
                                                                      ignoring banner ads and that we quickly lose interest in
     I Have the Power!                                                broadcast-style videos. Jakob Nielsen of has
        He-Man jokes aside, consumers do have the power.              published many findings on what people focus on when
     As video has migrated from the TV and the theater to             they watch online video. Nielsen found that “users are
     computers, “viewers” have become “users.” What has               easily distracted when watching video on websites,
     been a passive, two-button experience (on-off and                especially when the video shows a talking head and is
     change the channel) is now a fully engaged, infinite-            optimized for broadcas
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