An Inability to Grab Attention Is the Precursor of Market Failure
Grabbing Attention is advertising’s first job, regardless of media. Today’s hyper-connected, multitasking, socially engaged consumer is distracted. The average ad receives 6.9 seconds, before consumers switch their attention. Ehrenburg Bass Institute reports that 75% of a commercial’s impact occurs in the first five seconds.
- Consumers decide which ads they will watch
- They need to be drawn in through a hook that engages attention
- That initial engagement needs to sustain throughout the ad
- Finally, successful ads engender a willingness for repeat viewing
Source: MSW Research (2019, March 26). An inability to grab attention is the precursor of market failure. MSW Research.
No, You Don’t Have a 5G Phone Yet
Over four-fifths (81%) of consumers don’t have an understanding of 5G or what it means for the future, according to a survey by PCMag.com.
This indicates that US wireless carriers aren’t doing enough to educate their subscribers about the new network technology, meaning that once 5G does become generally available, customers will have no incentive to upgrade their service plans.
The problem is even more substantial when counting the misinformed customers who believe they already have access to 5G. When asked whether they already had access to 5G, 17% of respondents said yes – 9% believing their phones support 5G and 8% believing they have it in their homes.
Source: Hollander, R. (2019, March 21). No, You Don’t Have a 5G Phone Yet. Business Insider Intelligence.