AdAge recently ran a story on a Time Warner study that found young consumers (‘digital natives’) switch media 27 times an hour, on average.
The study’s subjects were split evenly between natives and ‘digital immigrants’ (consumers who grew up with old-school technologies, such as TV, radio and print, and adapted to newer ones). Immigrants switched media venues just 17 times per non-working hour. Put another way, natives switch about 35% more than immigrants.
So what exactly does this mean for advertisers trying to catch the attention of this very important digitally-savvy demographic? It could mean trouble, if you’re not adapting your advertising techniques to fit your audience.It’s no secret that consumers are spending more and more time online, whether on a computer, smartphone or tablet. It’s the reason that online advertising has grown into a multi-billion dollar business. Ad retargeting, which works by tracking visitors to your website, then displaying your ads to them as they visit other sites online, is one of the brightest and fastest-growing sectors of the online advertising business, and the Time Warner study underscores a primary reason for this. With thousands of new sites popping up online each day, and more and more mobile devices coming to market, consumer attention spans are waning.
Here are some of the key ways ad retargeting can help you effectively advertise in a world with constant information overload:
- As attention spans become shorter and shorter, online shoppers are more likely to get distracted during the purchase process. Retargeting helps you mitigate that risk, by keeping your brand top of mind and ultimately, bringing potential customers back to convert them to actual customers.
- Generic ad messaging is no longer enough. Modern web users require engaging content that is personalized to their interests and tastes. Retargeting (in our case, LiquidAds does a great job of this) allows you to customize messaging and offers to your customers, based on the products they’ve viewed. That, combined with interactive elements and dynamic artwork, drives engagement.
Bottom line — times are changing. Don’t get left behind with stale online advertising techniques that no longer meet the needs and align with the habits of today’s customers.