Marketing Objective 1 - Be Heard
With more content available than ever before, consumers are inundated with various choices on how they spend their free time. This unlimited content presents a challenge for marketers: Being heard and getting the consumers attention is now more difficult with peoples attention fractured across different sites, apps and platforms.
Xandr, AT&T’s advertising company, went straight to the source to find out how and why consumers engage with content.
Xandr conducted a survey of 3,022 consumers nationwide to understand how advertisers can better capture the consumers’ attention. The survey found that time and attention are the ultimate currency for a consumer: when and where they spend their free time is constantly up for grabs.
Free time is cherished, and 68 percent of consumers surveyed said they spend most of their free time engaging with content, with 81 percent of this daily content consumption happening on their smartphone.
When consumers do have free time, they use content to inspire positive shifts in mood. These shifts can be fueled by unexpected and differentiated content and experiences. They most often look to go from being bored, tired and stressed to motivated and happier, with 82 percent of our respondents saying that they seek content that makes them feel something.
82 percent of our respondents saying that they seek content that makes them feel something!
What types of media, both content and advertisements, command consumers’ attention at different points throughout the day. We wanted to obtain actionable insights around an advertising experience: How do advertisers craft the optimal ad experience to fuel consumer engagement? Are certain types of ads naturally better positioned for certain attention contexts? Marketers can tap into certain patterns of inherent needs and optimize what advertising consumers may react to as they go about their day.
In the morning, consumers are looking for their content to inform them and give them energy and motivation to start their day. Content that excites and engages the persons happiness state, increases their motivation numbers by 11 percentage points. Consumers have 30 minutes or less to engage with content, wanting practical information that is both supportive and streamlined. During this time, they generally use smartphones to catch up on news feeds, both traditional and social.
During the afternoon consumers are looking for information that is presented in a fun way, so it feels like a break from their routine. Generally, they check out social media sites, print media and free streaming sites at this time. On average, consumers only have 15 minutes to an hour to enjoy content in the afternoon and they want ads that give them updates and information. During the afternoon, 65 percent of consumers use their smartphones, followed by 56 percent who use their personal and laptop computers.
Amazon experiences the most traffic on their site at 4pm EST during work days!
In the evening, consumers are looking for content to help them connect with others. They want material that is visually pleasing to help them relax after their day. After engaging with content in the evening, consumers relaxation increases by six percentage points. At this time,consumers have on average 1-4 hours to relax and connect to their social and professional circles. The main device in the evening is TV: 64 percent said they used TV often at this time and TV usage is 11 percentage points higher during the evening than at other times of the day.
At nighttime, consumers are looking to relax and recharge through content. They generally have about 30 minutes for content, and they want short ads and materials which highlight how a product can help a personal need, not simply interrupt their viewing experience. Their main device is a smartphone — 64 percent — closely followed by TV at 60 percent. During this time, consumers most likely are checking out subscription streaming services, social media sites and having some “me-time.”
To break through the noise and capture consumer attention, brands and publishers must be committed to offering better media, content and advertising experience, which aligns to consumers’ fluctuating interests and emotions throughout the day. Selection of times when to post and how the promotional material is presented will allow for you to stand out from the crowds and noise out there. Meeting a consumer’s needs — and matching their interests — can not be an afterthought!