Consumers are increasingly ignoring commercials by multitasking. A study by the Center for Research Excellence found that digital multitasking decreased the participants’ ability to recall advertising details by 25%. The study also found that multitasking across platforms is pervasive and correlates with lower ad engagement and recall.
There are a few reasons why consumers are ignoring commercials by multitasking. One reason is that they are bombarded with advertising messages all day. They are constantly being interrupted by TV, radio, websites, and social media commercials. This can lead to ad fatigue, where consumers become desensitized to advertising and are less likely to pay attention.
Another reason consumers ignore commercials by multitasking is that they have more control over their media consumption than ever before. They can now skip commercials on DVRs, use ad blockers on their computers, and watch TV on demand. This gives them the ability to avoid commercials altogether.
Finally, consumers are becoming more sophisticated about advertising. They are aware of the techniques advertisers use to manipulate them and are more likely to be skeptical of advertising claims. This makes it more difficult for advertisers to get their message across.
All of these factors are contributing to the decline of traditional advertising. Advertisers must find new ways to reach consumers, such as native advertising and social media marketing. However, it is still too early to say whether these new strategies will be effective in the long run.
Here are some tips for advertisers to create commercials that are more likely to be noticed and remembered by consumers:
- Make the commercials short and to the point.
- Use humor or other attention-grabbing techniques.
- Make the commercials relevant to the target audience.
- Use multiple channels to reach the target audience.
- Track the results of the commercials to see what is working and what is not.
By following these tips, advertisers can increase the chances that their commercials will effectively reach and influence consumers.