Advertising in the DarkMatthew Allion

Companies are no longer advertising where people are putting their attention.

Attention

Matters

I could care less if Facebook, Instagram, Snapchat exist tomorrow. I care about where your attention is.

- Gary Vaynerchuk (Advertising Agency CEO) (1)

History of

Attention

RADIO

By 1930, nearly 90% of all American radio stations were broadcasting commercials. (3)

RADIO Advertising followed attention

0

10

20

30

40

50

60

70

80

90

1948 1954 1958

TELEVISION

Percent of American Homes with a TV (4)

TELEVISION

The 1950s brought about significant changes in

television advertising. (5)

Advertising followed attention

During a 2015 survey, 77% of adolescents (aged 18-24) responded that they instantly check their phone when they have nothing occupying their attention. (6)

INTERNET

According to clinical psychologist, Catherine Steiner-Adair, technology has now evolved into the “hub and hearth of family life”. (7)

INTERNET

Has Advertisement $ followed this time?

Will the advertising

follow the

attention this time?

INTERNET

Adults (18+) spend 16% of their time viewing online videos.

Advertisers only spend 1% of their budget on online videos. (8)

ADVERTISING NEGLECTING ATTENTION

Issues with

internet

advertising

AD-BLOCKERS

Over the past four years, there has been a 118% increase in the number of Americans

who use ad-blocking software. (9)

AD-BLOCKERS

If ad-blocking continues to grow in popularity, the fear is that it could threaten the financial

underpinnings of much of the web, where publishers are dependent on advertising to pay their costs. (10)

MULTITASKING

People are spending more of their time consuming

media, but the majority of it is spent multitasking. (8)

THE SOLUTION

Companies need to increase the amount of advertising budgeted to

online websites.

Companies need to cutthrough the clutter and use

strong marketing techniques that attract

consumers to their brand.

References

1) Monllos, Kristina. "Gary Vaynerchuk Argues That Marketers Are Fighting An Attention War". Adweek.com. N.p., 2016. Web. 19 Mar. 2017.

2) Smith, Stephen. "Radio: The Internet Of The 1930S | American Radioworks |". Americanradioworks.org. N.p., 2014. Web. 16 Mar. 2017.

3) Ciccarelli, David. "History Of Radio Advertising". Voices.com. N.p., 2017. Web. 16 Mar. 2017.

4) Baughman, James. "Television Comes To America, 1947-57". Lib.niu.edu. N.p., 2017. Web. 16 Mar. 2017.

5) "The History Of Television Ads | Quality Logo Products, Inc.". Qualitylogoproducts.com. N.p., 2017. Web. 17 Mar. 2017.

6) Krashinsky, Susan. "Advertisers Cash In On Attention Spans Of Digitally Savvy Canadians". The Globe and Mail. N.p., 2015. Web. 17 Mar. 2017.

7) Bielski, Zosia. "Portrait Of An E-Family: How They're Making Their Hyper-Digital Lives Work". The Globe and Mail. N.p., 2013. Web. 17 Mar. 2017.

8) Krashinsky, Susan. "Four Ways Canadians Are Consuming Media Differently". The Globe and Mail. N.p., 2014. Web. 17 Mar. 2017.

9) Emarketer.com. N.p., 2016. Web. 19 Mar. 2017.

10) Pitta, Dennis A. "The World Wide Web Faces A Life And Death Challenge: Pop-Up Ad Blockers". Journal of Consumer Marketing25.7 (2008): n. pag. Web.