Did you know that, according to Forbes, we are exposed to an average of 6-10 thousand pieces of advertising per day? That is a lot of information and actually our brains only have a scarce number of things that it can take in with attention. This means that as advertisers, we must stand out from a sea of others in order to reach our audiences. Attention economy was coined in the late 60’s by a guy named Herbert Simon. It’s defined as, “a state in which cognitive resources are focused on certain aspects of the environment rather than on others,” according to the American Psychological Association. With attention there is always an exchange. You focus on one thing to ignore another right? Recent technology is making infinite amounts of information available to us and making our attention that much harder to obtain. So, how do brands go about getting the attention of their audience in this sea of information? Well, data collection in order to personalize is a start. One way to avoid data collection is contextual advertising that will place ads in places where your audience already will be. This avoids any mistrust from your audience as well. We’ve written articles on increasing memorability of ads through creativity and this is another way to stand out from the crowd. UGC and found content can also enhance your ads attention grabbing content while creating trust. Trust is going to be key here for getting and keeping your customers long-term in the digital world. People don’t want their data sold to the highest bidder. Resonating with your customers and respecting their privacy simultaneously is the way of the cookieless future!
