[Tribune] Online Advertising: When Attention Becomes a Standard – Watch and Tribune > Effects

10000. That’s the staggering number of ads consumers can be exposed to every day! Outdoor advertising, television, digital, the requests are so many that they are no longer noticed. A problem because a large part of the advertising we are exposed to turns out to be essential … we may tend to forget – even ignore – but Online advertising guarantees largely free internet. It is, in fact, that it funds access to sites and applications that the French can consult and use free of charge on a daily basis. So it is: at best, a way to make the Internet accessible to everyone, and at worst, a necessary evil.

To avoid this last scenario, it is recommended to make it a consumer friendly attraction channel. The latter, more and more concerned with respecting their privacy, prefer brands that do not collect personal data for advertising purposes. But they also have the right to expect these brands to present them with advertising messages that respect their online browsing.

Visible: Yes, Intrusive: No

The time you spend on screens is always increasing – Almost 2 hours and 30 days in France only on mobile [1] It requires brands to have an online presence if they hope to reach their potential customers wherever they are. But this has the side effect of inspiring internet users to feel like they are being bombarded with digital ads, especially on mobile phones.

In fact, when we talk to them about ads, mobile users often think: “These are these popups that appear unexpectedly all over my screen, without me being able to close them!” But if advertising is necessary to reach the content that billions of people consult daily, these surprising pop-ups are not!

First of all, you need to think about the advertising experience as a whole. The goal of the advertiser is to advertise his offer or products, not to project a bad image of his brand through intrusive ads. In the same way, the ultimate goal of a website or app publisher is to retain their audience, not make them close their page because the ad interrupts their reading. It therefore seems necessary to use ad formats that respect the user’s navigation, fit harmoniously with the page he is consulting, and which he can easily close if he so desires. Here the basic concept is: giving choice and control to the internet browser.

It is also important to distinguish between the creative message (for example, a video in which a famous athlete appears to promote a new style of sneaker) and the format (which encapsulates the creative message for broadcast on screen). The brand may have invested a pharaonic budget to carry the latest influencers on the horizon, if its message is broadcast through an intrusive format, it will lose its purpose altogether. In the same way, if this same message is broadcast in an invisible format, its investment will go up in smoke. Each Internet user has already encountered the following situation: while browsing a site, for example by reading a newspaper article, an advertising message is displayed between two paragraphs. The human mind has learned so much to ignore this type of advertisement that it scrolls the page (“scroller”, for English fans) without even seeing it. This highlights another crucial idea, which is attention.

Billions of euros in losses for advertisers

Fortunately for advertisers, It is now possible to measure the degree of interest generated by an advertisement. If the original term for eye-tracking sounds barbaric, it is nothing more than software installed on a terminal – only in a study setting and for a certain period – which allows tracking the eye movements of an Internet user and analyzing the elements, in particular advertising, that attract and hold their attention. For brands, this is a major advantage that digital advertising offers over other traditional media. This is not anecdotal, when we know that French advertisers must invest nine billion euros in digital advertising this year. [2].

A recent study based on the eye movements of mobile phone users also indicates that most of them only watch for less than two seconds on the mobile formats traditionally used by brands. [3]. The mobile user, during this period, does not have the opportunity to keep any message. This same study demonstrates that it is nevertheless possible to achieve much higher levels of interest, using formats that are already visible on the screen. Because if we take the example of out-stream-only video ads – video ads that are not included in the video content stream, but are integrated into the content page – being streamed online in the US in 2021, it is estimated that the losses will be $10 billion related to ads that Played partially or off screen [4]. Here, too, the figure looks amazing. Therefore, interest is on its way to becoming the main target of these brands that are investing heavily in online advertising.

If it is thus possible to make online advertising less intrusive by avoiding the use of personal data collection, the way it is distributed, with attractive, but not intrusive formats, that is of real interest to Internet users should be rethought. . In intimate peripherals like the smartphone, respect for privacy and user experience necessarily go hand in hand.

[1] Mediamétrie – Year of the Internet 2021

[2] Oliver Wyman, SRI and UDECAM – 27th e-pub Observatory

[3] Lumen Research and Ogury – The Power of Attention on Mobile

[4] eMarketer – US Digital Display Advertising 202


Olivier Marti has been the General Manager of Sales at Ogury for more than 5 years. Its role is to oversee business activity by brands and media agencies.
Prior to joining the Mobile Advertising Specialist, he managed the Hi-Media (now AdUx) sales team.

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