Targeting distraction

Marketers should embrace the opportunity created by distracted consumers, writes Richard Shotton.

Sometimes a fact is repeated so often that we forget to question whether it’s true.

For example, it’s often claimed that influencing consumers is harder than ever as they face an unprecedented level of distractions. But is this correct?

There are two questionable elements to the statement. First, that levels of clutter are unprecedented and second, that distractions hinder messaging.

The initial point, the belief that our era faces unique challenges, smacks of arrogance, or what could be termed ‘generational narcissism’. Clutter is not a recent problem. As far back as 1759 Samuel Johnson wrote in The Idler:

“Advertisements are now so numerous that they are very negligently perused, and it has therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”

The consumer has always been inattentive yet somehow advertising has managed to generate sales.

Is there a benefit to distraction?

The second reason to avoid panicking is that there may be an upside. Research by Leon Festinger, a social psychologist at Stanford University, shows that there are circumstances in which it is better to advertise when the audience is distracted.

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He ran a study with Eleanor Macoby, from Harvard University, in which members of a college fraternity were played a recorded argument about the evils of fraternities in an attempt to turn them against the tradition. The students were split into two groups and either listened to the recording with no distractions or whilst being played an entertaining silent film.

Interestingly, students were more likely to shift their views when they were partially distracted. Festinger’s hypothesis was that the mind is normally adept at coming up with counter-arguments to any persuasive communications. However, distraction reduces the mind’s ability to generate these counter-arguments.

What should brands do?

These findings are interesting as they suggest a counter-intuitive approach for targeting rejecters. Rather than seeking out high-attention environments brands should prioritise moments when the audience is slightly distracted.

So in terms of channel selection brands should prioritise auxiliary media, such as radio, that tend to be consumed when people are doing something else at the same time.

Even on a medium like TV, which is often the sole focus of attention, media planners can identify the programmes or times when the audience is particularly likely to be second screening.

According to Nielsen’s global AdReaction study this is easier than ever: amongst people with access to multiple devices, an average of 35% of TV viewing time was spent simultaneously watching TV and another device.

It seems that one of the most cherished beliefs of media planners, that attention is key, may not be right in all circumstances.

Richard Shotton is head of insight at ZenithOptimedia

Twitter: @rshotton