Do levels of attention affect how well an ad works?

In the ever-evolving landscape of marketing and advertising, the debate over what truly drives ad effectiveness continues to captivate industry professionals and academics alike. One of the most prominent voices in this ongoing discussion is Professor Byron Sharp, whose controversial stance on attention metrics has sparked intense debate among marketers worldwide.

Byron Sharp, the director of the Ehrenberg-Bass Institute for Marketing Science, has recently made waves by challenging the widely held belief that higher levels of attention to advertisements necessarily lead to better outcomes. At the Mi3-LinkedIn B2B Summit, Sharp boldly stated, "Our job is to get some attention. I don't want to do advertising and not be seen. But after that, paying for a lot more attention? No."

This statement flies in the face of conventional wisdom, which often equates longer engagement times with increased ad effectiveness. Sharp argues that once an ad has captured initial attention, additional exposure time may not yield proportional benefits.

The Case for Fleeting Attention

Sharp's argument centers on the idea that brief exposures to advertisements can be sufficient to create brand awareness and impact consumer behavior. He uses the example of a bus shelter ad, noting that "Am I just going to look at the bus shelter ad for 10 seconds? Would I need to? No, so don't be suckered in."

This perspective aligns with the concept of mental availability, a cornerstone of Sharp's marketing philosophy. Mental availability refers to the likelihood of a brand coming to mind in buying situations. Sharp contends that even fleeting exposures can contribute to building these mental structures, making a brand more easily retrievable when purchase decisions are made.

Challenging the Engagement Paradigm

Sharp's views directly challenge the "engagement" paradigm that has dominated much of marketing discourse in recent years. He dismisses the notion that marketers need to deeply engage consumers, stating, "It's just the old engagement thing: 'We need to get engagement with our consumers!' No, you don't."

This stance has significant implications for how marketers approach media planning and creative development. If Sharp is correct, it could mean that resources currently allocated to creating long-form, highly engaging content might be better spent on achieving broader reach with simpler, more memorable messages.

The Science Behind Sharp's Claims

Sharp's arguments are not mere conjecture but are rooted in extensive research conducted by the Ehrenberg-Bass Institute. The Institute's studies have consistently shown that brand growth is more closely linked to increasing market penetration (reaching more buyers) than to increasing purchase frequency among existing customers.

This research suggests that a strategy focused on maximizing reach and frequency of exposure, rather than depth of engagement, may be more effective for most brands. It aligns with Sharp's emphasis on mass marketing and his skepticism towards highly targeted, engagement-focused approaches.

Naturally, Sharp's views have not gone unchallenged. Many in the industry argue that attention metrics provide valuable insights into ad effectiveness and that longer engagement times can lead to stronger brand associations and recall.

Mark Ritson, another prominent marketing academic, has publicly disagreed with Sharp on this issue. Ritson argues that there is "ample evidence that longer dwell time on ads raises brand recall and choice," suggesting that marketers should indeed pay for more attention when possible.

The Middle Ground: Balancing Reach and Engagement

While the debate between Sharp and his critics continues, many marketers are seeking a middle ground. They recognize the value of Sharp's emphasis on reach and frequency but also see merit in striving for deeper engagement when appropriate.

Charles R. Taylor offers a nuanced perspective:

"Sharp has a point in that marketers should not overpay for attention and that brief exposures can be effective. However, in my view, this does not mean that marketers should completely ignore attention metrics or that there is no value in obtaining higher levels of attention in some cases."

Taylor suggests that the effectiveness of attention levels may vary depending on factors such as the complexity of the message, the product category, and the specific marketing objectives.

Implications for Marketers

Given the ongoing debate, what should marketers take away from Sharp's provocative statements on attention metrics?

Prioritize reach: Ensure your advertising reaches as many potential buyers as possible within your target market.

Don't overpay for attention: Be cautious about investing heavily in formats or placements that promise extended engagement times at the expense of reach.

Focus on memorability: Create ads that can make an impact quickly, with distinctive brand assets that are easily recognizable.

Consider context: The appropriate level of attention may vary depending on your product, message complexity, and campaign objectives.

Test and measure: While being mindful of Sharp's warnings, continue to test different approaches and measure their impact on brand metrics and sales.

The Future of Attention Metrics

Despite Sharp's skepticism, attention metrics are likely to remain a part of the marketing landscape. However, his critique may lead to more nuanced use of these metrics and a greater emphasis on understanding how brief exposures contribute to long-term brand building.

As the industry continues to grapple with these issues, we may see the development of more sophisticated models that integrate Sharp's insights on mental availability with a deeper understanding of how different levels of attention impact consumer behavior.

Byron Sharp's provocative stance on attention metrics has reignited important conversations about what truly drives advertising effectiveness. While his views challenge long-held assumptions, they also offer marketers an opportunity to reassess their strategies and potentially unlock new avenues for growth.

As the debate continues, it's clear that there is no one-size-fits-all approach to advertising effectiveness. Marketers must navigate the complex interplay between reach, frequency, attention, and engagement, always keeping in mind the ultimate goal of building strong, growing brands.

In the words of Charles R. Taylor, "The key is to find the right balance and to recognize that brief exposures can work, but that there are times when obtaining higher levels of attention is worth pursuing." As the marketing landscape evolves, finding this balance will be crucial for brands seeking to thrive in an increasingly competitive marketplace.