Time to rethink engagement in digital advertising

How many times when on a website, have you taken the time to really look at a banner and click on the ad? I can guarantee that in many cases, several banner ads have gone by unnoticed. The same is true for the number of sites we have available in just a few clicks: how many have you gone onto and left in less than five seconds?

One of the biggest challenges companies of all sizes have in the online digital age is how to grab attention, engage and delight their audiences in just a few seconds. Increasing engagement has been increasingly difficult; after all, we are constantly bombarded with a growing stream of information and each one of them grabs our attention in a different manner.

The cognitive ability of all of us humans is limited. Therefore, spending it on worthless information is out of the question. As a result, our brains are increasingly trained to ignore content.

Evidence of this is in the phenomenon known as banner blindness, which occurs when people actively strive to ignore the advertising they see while browsing online.

Grabbing someone’s attention and increasing engagement – that is, getting someone to click on an ad, for example – has been increasingly challenging.

The curse of distraction vs. the use AIDA

If on the one hand we are bombarded by information, on the other, our attention span is finite. As a consequence, digital advertising needs to change.

Creative, impactful, well-targeted and positioned ads make a great difference. However, to attract attention in digital advertising campaigns you need to go further and use high impact formats.

If distraction is a curse, the magic potion to end it is what in marketing is known as AIDA, which stands for:

  • Attention
  • Interest
  • Desire
  • Action

In digital advertising we are also looking for AIDA: we want to catch the customer’s eye, grab their interest, arouse their desire to learn more and make them take action (by clicking on the banner, for example).

In the real world, it is easier to imagine strategies to take the consumer down the path from attention to action. In a supermarket, for example, you can create eye-catching displays. At a trade show or industry event, photorealistic 3D videos can be used (just like Jacto did). For a product launch, you can use Augmented Reality as part of your strategy.

But because here at Signia Digital we believe that everything we see in the real-world can be reproduced in the digital world, when we think about digital advertising, make sure you’re using:

  • Images
  • Videos
  • Sounds
  • Illustrations
  • Text

The new-look of digital advertising

Since we are talking about an increasingly competitive environment, coupled with a great need to attract public attention, we have to think of strategies that can really make digital advertising look fresh.

In an ad, the images have to be attention-grabbing. If text is used, it must be objective. When it comes to images and videos, you can use 3D renderings.

Animations must also have a visual appeal, but of course, it depends on the target audience and where the ad is displayed. It’s important to remember that whenever the digital ad is animated, the animation cannot be long. Remember, the audience’s attention span only lasts a few seconds.

Furthermore, your ads must be consumer-friendly. That means today’s digital advertising should invite someone to see the ad, not force them into action.

Wrapping up

Think of “attention” as if it were a currency. We all value our time just and none of us wants to spend it on low-value information.

In order to give your target audience a little push and get them motivated and attracted to your message, all you need to do is generate the initial spark of interest. Take a look at some of our projects and what we’ve been doing to help our clients engage their audience.

‘Till next time!