The Age of Attention War in Brand Advertising

We are exposed to about 3000-5000 ad messages daily. Attention is a scarce resource. It is the age of attention economics. For marketers, we are thereby in the age of Attention War.

Have you ever noticed that the advertisements of smartphones look alike?

It is interesting to find out that advertisers love to ask celebrities to put their products close to faces.

Is it true that advertising agencies are lazy for their jobs? In fact, those ads are already approved by their clients so that you can see them on air. Then, why do clients accept such “boring” repetitive creatives?

As we discussed before, people’s attention is selective, like a bottleneck. We can only focus on something at one time and are blind to others, aka inattention blindness.

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Further reading: Inattentional Blindness : Do You See Any Brands in the World Cup?

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Chinese brands are willing to spend millions of dollars on celebrity marketing, just for one reason - get people’s attention.

Probably, brand owners are afraid that people only focus on celebrities and cannot see their products. Therefore, the best way is to put the products closer to the celebrities’ faces.

We Are in the Age of Attention War

Nowadays, we are exposed to about 3000-5000 ad messages daily.

It is the age of attention economics.

Attention is a scarce resource - a person has only so much of it (Matthew Crawford).

For marketers, we are in the age of Attention War.

All the brands are fighting so hard to earn attention from customers.

We need to pay high to bid for more attention. And, it is why advertising is so expensive, especially in China.

In order to spend your marketing expenses more effectively, you need to understand “attention”.

And, neuromarketing is the best way to understand what drives our attention - use a scientific way to dig out what are hidden in consumers’ brains.