Tuesday, 5 december 2017 | Redacción CEU
They are tired! Advertising interrupts their favorite shows when they watch TV, pursues them when they try to find something on the Internet, distracts their attention when they drive on the highway, shuts the song off when they listen to music in their computer and when they use cellphones, if they find it, it is their fat thumbs fault! The more customers expose to advertising, the less interest they have on it. In the advertising overexposure era, where ads are the daily routine, it is not an easy task to attract somebody's attention. Masses have become demanding. Strategies, more complex. How to reach customers when they are not willing to listen? Is their finger clumsiness the only alternative to surprise them?
Each person gets an average of 3,000 advertising impacts per day: automatic reproduction videos, infomercials, mobile advertising, TV commercials, pop-ups, banners, billboards, flyers, discount vouchers, etc. There are many masks for only one face. The advertising quantity that one individual is subjected to along the day is overwhelming. No one is surprised by the audience not answering to conventional advertising messages as good as before, nor to the fact that adblockers have more and more downloads.
The more ads users watch, the less susceptible they are to react to them. Advertising overexposure can have an effect on messages, such as going unnoticed, they can be identified as intrusive or do not ever achieve to connect with them. Customers keep being sensitive to advertising, but they are increasingly demanding. The old formulas do not work, masses advertising lost its effectiveness some time ago. Audience needs that something else is offered to respond. Masses are now the ones who rule. Brands have to make an effort.
¿Are your thumbs fat or are screens sensitive?
The loyalty to smartphones seems unbreakable. Cellphones share any individual’s day-to-day; people wake up with their alarms, use their navigators to get to their jobs, in the office they check things and confirm appointments through them, when meeting friends cellphones accompany them, with their help they close intense debates with brothers-in-law but, they also arguee with their partners when they are dinning and keep using them. Brands are interested in knowing what consumers do with their phones throughout the day. However, users do not seem to care about what brands long for doing with them.
The 'disproportionate' loyalty to mobile phones is due to a large extent to that they are the main way to get access to the network, a great service within reach. The smartphones’ screens are smaller and more sensitive than the rest of devices. They can play a dirty trick on. Who has not pressed 'like' in a social network by mistake? The fat thumbs problem should not generate 'finger obesity' insecurity among the population. It is a much more common tumble than it seems. Many consumers click on ads unintentionally. At least, that is what the study carried out by App Annie and Button seems to confirm, since it concludes that most users are not interested in the mobile phones ads.
The lack of customers’ interest is not an exclusive surfeit symptom of the traditional media, only between 3% and 8% of smartphones’ users –depending on the age range– click on the advertisements on a regular basis. Neither millennials, nor X generation, much less boomers; mobile advertising does not attract any of them. What is the reason? What are the causes for this attractive scarcity? Has advertising lost its appeal?