As viewers have more options and competition for engagement is fierce, marketer’s need to fight harder to reach America’s shrinking attention spans. Advances in technology have made consumers better informed and far more engaged. Is this causing them to simply tune out?
Nielson estimates that 41 million people in the United States watch video on their mobile devices. What they don’t explain is that most of these video viewing sessions are very short. By creating advertisements that can be customized into shorter spots, marketers have the ability to hold a viewer’s attention for longer than a fleeting glance. The DRTV industry is no stranger to this concept.
For years, direct response marketers have leveraged the technology of the times. Beginning with “snail mail”, to the telephone and the Internet, DRTV continues to make a connection between the ads they create and the actions they want consumers to take. Direct Response has also made the leap from 90-minute late night infomercials to 15-second primetime spots. By respecting a viewer’s time and preferred venue, DRTV has stood the test of time. According to a recent AdAge.com article, “Brands that respect the value of the viewer’s time- and use it to their advantage- will succeed.”