Want Their Attention? Value Their Time!
ADOTAS – The amount of information bombarding consumers presents a challenge for advertisers still grappling with increased mobile consumption. Not only are we more informed, we’re on the move, too! Mobile behaviors are constantly evolving, and advertisers have to be more reactive than ever. How can a brand capture our attention long enough to affect our perception?
Thinking Out of the Pizza Box
One of my favorite creative solutions in response to this question comes from a pizza shop in Dubai. Their objective was to stay top of mind with their most loyal customers when they were hungry. Enter the “Push for Hunger” pizza button. A Bluetooth-enabled fridge magnet syncs with your mobile device. Simply press the button when you’re in dire need of your favorite pizza pie, and presto! Your salvation is at hand. The entire process is completed through your mobile device without your ever having to touch your phone. Consumers expressed repeated interest in their brand, so they rewarded them with a tool that satisfies a basic human need: hunger. Simple, cheap and absolutely brilliant.
The Value Exchange
One of the more interesting media solutions publishers offer is the incentivized ad. The advertiser offers the consumer something of value in hopes of favorable sentiment towards the brand being advertised. Digital technology has revitalized this traditional offer. If you’re in a social gaming app, and you want to purchase new crops or building materials within the game, you may be served a unit that invites you to interact with a piece of branded content in exchange for game currency that will enable you to purchase what you need. Perhaps it’s a video ad, or a rich media unit. Either way, it’s an example of economic utility. You give something, you get something. Quid pro quo.
Valuing Your Consumer
Historically, consumers respond positively when they get a direct benefit. The offer works even better when the reward comes immediately. If I can get an hour of free airport WiFi by watching a 60-second ad for laundry detergent, I’m better off, and the advertiser is, too. Sixty seconds of attention — less, if I look away as the ad runs — has brought me something I needed.
What’s the value of that attention? I’m obviously grateful that I get an hour of free WiFi, even if I’m completely happy with my current brand of detergent. Perhaps I don’t buy detergent myself — perhaps someone else buys it for my household, or perhaps I pay someone else to wash my clothes.
If an advertiser had some way of knowing that in advance, perhaps by asking my preferences as I registered for access to WiFi, then both advertiser and consumer (in this case, me) would benefit. I would receive a more relevant ad, and the advertiser would receive a more qualified audience.
As more messages compete for our attention, consumers like me will respond better to advertisers that value our time, and give us something we want in exchange for our attention.
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