How much attention time can our brain devote to the information it receives and, therefore, how much attention time do the messages that brands are sending minute after minute to brands get?
This is the question from which a Microsoft study starts, using neuroscience and therefore measuring the brain’s response to different stimuli, has analyzed how consumers pay attention (or not) to the messages they are receiving at all times. .
In recent years, and above all thanks to a few essayists who have established the idea that the internet has changed – for the worse – our brain and our Pakistan WhatsApp Number List ability to pay attention, the idea that we pay less and less attention to any thing and that attention has become light, inconsistent and limited.
But the truth is that the study has shown that this is not really the case: indeed, users who regularly use new technologies have an attention span that is not the same as those who do not use them. But one is not better than the other. They are just different. What has the study found?
The first thing is that we must certainly separate between how those who are regular users of new technologies and who are therefore digitally active people, so to speak, attend to, and those who are even more analog. How they serve and where they place their focus of attention is different.
For digitally active users, the attention spans are shorter, but the start is much more intense. That is, when the first contact between the receiver and the message is established, there is a very intense peak of attention (the message has the user’s full attention) that then degrades as time passes. The attention obtained in the first contact is therefore not the same that is obtained as time passes.
This perception of things does not mean, however, that the messages they are receiving will not remain in their memory or that since there is only one moment of high attention, only that will be processed. According to the study, much of the information they receive throughout the period remains in the consumer’s memory.
Compared to them, users who are not digitally active show a different pattern in how their brain manages attention spans. For those who use new technologies infrequently, the tables are reversed. In this case there is no peak of much attention at the beginning, but rather they show little attention at the beginning of the task. Their attention gains with the passage of time, when they realize and process more details. How to serve ads
The study has many applications and allows us to understand many things about how information should be served on the internet (or in internet times) in order to maintain the attention and interest of consumers.
One of the elements that must also change is the ads, or at least how the story is told in order to attract the attention of those consumers who want a quick and direct point of impact. “We need to be clearer and more concise with the messages as soon as possible,” explains Alyson Gausby, leader of consumer intelligence at Microsoft Canada (the division of Microsoft that signed the study). As Gausby points out, it’s almost like making headlines.
The advertisements will therefore have to be direct and clear, similar to the advertisements on the billboards. Billboards work with direct messages, which capture the interest of consumers as soon as they see them. Ads in times of attention sifted by the use of the network must also be like that to get consumers to pay attention to them.
The example of the news that Gausby puts is also very easy to understand to see what the advertisements should look like. In a news story, the message is sold by a headline. The headline is the one who gives the impact, the one who sells the content, the one who makes the consumer notice what he has in front of and keep reading. It is, in short, that first touch of attention that captures the user.