A recent email asked, "if no one pays attention to your ad, does reach even matter?" New research from Nielsen and Ipsos proves that attention differs across screens and mere exposure isn’t enough—ads need to be noticed, watched, and heard to maximize impact. This data reinforces what we already know...we need an omnichannel marketing strategy to effectively reach and gain the attention of our audience. Check out this infographic of key points from new Nielsen, Ipsos, and YouTube studies on attention and ad effectiveness.
With the proliferation in devices, screens, and platforms, reach abounds. But reach is worthless without attention, like trees falling in a lonely forest. Perhaps it’s time for the industry to consider the difference between reach and attentive reach. For more attention research check out https://goo.gl/zDFqMJ and https://goo.gl/xpSSrR.
Ad recall in print primary hinges primarily on the message in the ad and frequency. The message must be specific to your target audience, and ultimately the persons you're trying to reach. If your message doesn't resonate, it can suffer the same fate as the aforemention ads with no one paying attention. Frequency follows the "rule of 3" in print advertising. Your ad should be seen a minimum of 3x's per week to ensure the highest impact and ad recall.