The
average attention span a human has would be approximately eight seconds. As
there are multiple content videos from various brands, it causes a viewer’s
attention spans to decrease yet expectations are becoming greater. Advertising
agencies are driven by the urgency to acquire less than ten seconds to capture
the viewer’s attention before they continue to click away; and engagement drops
of significantly beyond that. Again, the same theory applies to traditional
mediums. For print, unless the visuals are really appealing, it is only then
worth to keep in their possession and perhaps consumers would then read about
it. For example, this is evident during flyer distributions, where one would
dump it immediately after receiving it as it does not attract their attention
in any way. Even on television, viewers are quick to change between channels
during commercial breaks if they find the advert to be annoying and of no
relevance.

In conclusion, the aspect of executing abstract visuals are of utmost
importance as it sets the tone and overall message of the advert to the
targeted audience. When done correctly, the viewer would immediately be drawn
to it out of curiosity, therefore leading to further brand awareness. Timing
and placement also play important roles in drawing eyeballs to the adverts
online. Overall, due to the current trends in consumer media consumption, digital
advertising is proving to be a better choice in its effectiveness in gaining
customer acquisitions compared to traditional media.

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