Distractions and short attention spans are the culprits for ignoring advertisements, but it gets even scarier. As video has migrated from the TV and the theater to computers, viewers have become users. Consumers want to experience their stories in a radically different way. More conversations with a global audience on a wider base of networks means less average interaction time. The most interesting reason that consumers are not paying attention is a physiological one. It's probably a self-defense mechanism to keep them from buying too many free credit reports or overdosing on boring news anchors. For consumers to pay attention give them what they want. They have more choices now than ever before.
Three Reasons Why We Ignore Video Hey, You! Pay Attention! I 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 useit.com 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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