Even though 64 percent recognized that suffer information overload, according to the latest study “Return on Attention” Yahoo! Network. This study examines the potential to attract user attention and concludes that “only a deep understanding of the motivations of the user is possible to create effective campaigns that represent a return on investment“
In this sense, the study shows that 67 percent of respondents feel that it is affecting the saturation of content on the Web and 49 percent of them, they worry greatly. In light of the data, the company believes that users “get more information than they can assimilate and find it difficult to remember advertising is not relevant or gives us something new.”
Thus, he warns that this situation makes it “imperative” that reinvents the advertising “in order to attract and retain viewers’ attention with new creative and interactive ways.” Also, remember that relevance plays a “fundamental” and behavioral targeting becomes a “large” value. It therefore recommends the implementation of new advertising techniques on the internet.
Moreover, 83 percent of respondents say that if you pay attention to advertising wants something in return, “if only to make you laugh or bring them something new.” In this line, for users over time is an “increasingly precious, and that 88 percent of them value the time you spend on advertising” increasingly. “
“Today more than ever, we must take into account the motivations that urge consumers to action, because without a consumer insight is impossible to design and implement effective advertising campaigns,” the director Yahoo! Commercial Roberto Campo.