Rules of engagement

Darran Snatchfold

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses in this article.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands