How much advertising information does the human being receive in his entire life? And of this, how much do you really want to receive and remember?
Well, let’s not go that far anymore. Not in her entire life. What if we consider only the advertising information in a single day?
According to an analysis by the Spanish strategic consulting and comprehensive media management agency NEUROMEDIA, we receive an advertising impact every 10 seconds. It means that every day we are exposed to 6,000 impacts (more than 2 million advertising messages in a year).
If we add to these messages all the other communication impacts, not directly related to advertising (although some of them may come with a reference or recommendation of a brand) and that come from different sources (conventional media, networks, people of our environment, etc.) we realize that we are overexposed to information.
This affects us in different ways. One of them is the one that refers to the phenomenon recognized as “Infoxication”, which is the overload of information that we receive daily, from the massification of the Internet and social networks, with the consequence of having overwhelmed, tired and troubled people who They can affect the recipient with various consequences such as:
- Index hide
Lack of concentration (dispersion, procrastination and mistrust of the media)
Change of habits (receiving so much dubious information on the web ends up tiring, consuming a lot of energy and affecting sleep schedules)
Mental health (Infoxication fatigues and triggers stress and anxiety. The digital noise we receive through the various screens at our disposal sooner or later affect our mental health).
We must necessarily relate this condition to advertising, both as “affected” and “provocative” of the phenomenon.
If we receive 6,000 advertising impacts per day, we would have to see how many of them are really relevant to people. It is said that we are only capable of retaining a maximum of 18 messages, capable of capturing our attention, connecting with a meaning and generating a memory.
According to the study Meaningful Brands” of Havas Media Group, if 77 percent of international brands disappeared tomorrow, people wouldn’t care. According to 60 percent of the 350,000 interviewees, the information offered by companies is not credible and does not contribute to improving their quality of life.
Big problem for advertisers. Not only is there a lack of credibility, but there is also an excess of advertising exposure that is not giving good results to brands due to a deficient dissemination strategy.
According to a study carried out in the United States by the agencies GWI and WARC52% of respondents said that too many ads negatively impact their brand vision.
When asked “what word best describes the ads you typically see…” on TV, social media and websites, “excessive” ranked high on many consumers’ lists.
What about advertising too? What is known as the Ad Fatigue.
He Ad Fatigue is the reduction in ad performance caused by overexposure to the target audience.
Constant repetition and the high frequency of seeing/listening to the same content tires the audience and generates a “natural self-defense” (also thanks to selective perception) that ignores any message that identifies it as “advertising”, avoiding remembering it. In the digital field it is also known as “Banner Blindness”.
A study by Lithium Technologies showed that more than half of digital natives have cut back on the time they spend on the networks, or have avoided them directly, due to the excess of ads they receive when they access them, driving them out of the social environment.
In other words, rather than attracting consumers/users to brands, what is being achieved is driving them away from them. They are feeling invaded by publicity that they do not want to receive, before recognizing the benefits that are intended to be communicated. It’s like having a salesman (who doesn’t know how to sell) glued to our back, insisting on convincing us to buy from him, when the first thing we want is to get away from that annoying presence and run to a safe place.
Which leads me to ask: Who the hell decided on the disastrous dissemination strategy of the Shen Yun show, constantly and invasively appearing outdoors, on trucks, on networks, on television, and even in islets of shopping malls with their respective vendors who intercepted you along the way? ?
If you are fortunate enough to have a lot of “investment” (which I see as spending) in the media, you must know how to use it without overwhelming your audience. Especially in these moments of infobesity in which we find ourselves so that they do not hate us as a brand.
Dear Santa Claus; I know that there are 7 months left until you arrive, but please, as a gift I ask that for next year we are no longer overloaded with publicity that we do not want to see and that Shen Yun better make a personal invitation to Maxine Woodside and the Other paid testimonials. They sure are.