Rules of Engagement

Darran Snatchfold

In our number-laden lives, certain figures should concern us more than most; even more than our increasing waist sizes. A healthy majority such as 59% would be reason to celebrate if referring to ad awareness, but it is reason to fret when it refers to ad avoidance. To make matters worse the trend is travelling in the wrong direction: strong ad avoidance has doubled within the last four years (1).

Assuming you are paying attention in this instance, I will investigate here the why of, and how to combat, audience inattention.

INATTENTION

So, why are people increasingly turning away from our charm offensives? What is driving inattention to our award-winning creative? Have we only got ourselves to blame?