Nobody is aware that today multitasking browsing of users is a reality. Especially the younger generations, the millennials and those below it. This means that, for example, while they are watching television, they browse with their mobile or tablet. The question that should be asked in this situation is, what impact does it have on the digital advertising sector? And for the brain? Is it capable of processing the multiple streams of information in front of you, including advertising? We found the idea so interesting that we decided to study it to unravel the behavior of our brains and how they process information while multitasking. But we didn’t want to stay there and we decided to go one step further.A data from 2019, provided by Zenith Media, helps to understand the scope of the multitasking issue. I am referring to the total consumption of media (television, radio, internet …), which globally averaged eight hours per day per person. Furthermore, in the past year, and for the first time, the internet has overtaken television as a media platform.After detecting a situation, multitasking navigation, and its dimensions, now it was necessary to analyze the issue in depth. To do this, we take the online behavior of both millennials and generations after this. It was observed that they regularly surf chronically distracted and under the ‘effect’ of advertising blindness. Thus, for example, it was detected that during the broadcast of advertisements on TV they focused more attention on their mobiles and not on what appeared on the ‘big screen’. Or that when an ad skipped on their smartphones , they went to another page and did not notice the impressions in front of them.At the same time, it has been found that this distraction is not only in a precise moment. But, on the one hand, a delay effect is created in long-term stimuli, and on the other, a less interaction of users with digital advertising.
In such a way that those who have a chronic distraction are less likely to notice and remember the Tokelau Email List information that is put in front of them.Once the ‘problem’ is detected, the next thing is to think about how to solve it and what measures to take so that brands can design effective digital campaigns that solve this problem, and guarantee that the impressions are seen by users. And how to achieve it? In the first place, adapting to this multitasking target audience and its particularities. To do this, the use of dynamic advertising has proven highly effective, since it has the potential to combine, in real time, the visual and substantive elements of the impressions according to the behavior and circumstances of each consumer.Dynamic creatives are in my opinion the solution. However, important pitfalls have been detected for its implementation.
The most intricate is that it is a strategy that runs into the traditional advertising norms in use and the inertia of the past, that brands, creative directors and media planners have been trained to focus on a single sales message. to create a consistent brand. But, before this insurmountable wall there is a ram that is hitting hard and making it collapse little by little; the current advertising saturation. Because it helps open the debate on how to solve it, get away from the unique message and open up to dynamic internationalization it comes to the best way to make variations in impressions, a very important element for brands to consider is to take into account the motivation of the multitasking audience to process an ad. Since if this is low, it is best to make ‘aesthetic’ changes to the prints such as changing the colors or the arrangement of the images.
Thus, with these modifications, it is possible to improve the attitude of the target that receives the campaign and reduce the chances of ignoring it. However, if the audience is interested in your ads, but is affected by chronic distraction or saturation, the important thing is to make a variation in the substantive elements of the impressions such as what product is displayed or the text that appears in them . And these changes will increase the public’s attitude towards the ad and that it is considered relevant to them. Along with all this, in addition, the importance of the context to increase the performance of the campaigns is also crucial, as well as the possibility of interaction of the ads by the audience.