We are hardwired to see movement.
You don’t even have to be looking at it, your peripheral vision will pick it up. Must have been necessary to escape all the stronger, faster predators over the past thousands of years.
How does the human animal cope now? We are bombarded with media everyday and hardly notice the deluge. We are so desensitized that it takes a concerted effort just to connect with something outside of the din. Or a move so invasive, you have to act.
In order to get the attention of a toddler, you shake the rattle in front of her face to connect the motion and sound to the visual. As adults, we have all had a similar experience on the web. Now that pop-up ads are being reined in on most browsers, the self-starting video has entered the ring, or is it the crib?
It is a fundamental objective of marketers to connect with their target. TV commercials have been effective for decades, why not the web? What’s the difference if they are annoying and everybody hates them. Except for the Super Bowl ads of course (because 95% of viewers don’t care about the teams on the field or football in general).
Video on the web is becoming necessary, as illustrated in this handy one page from Hubspot. You convert more customers, more viewers remember them and you make more money. How about them apples? What’s not to like?
So video is the next big thing then, eh? We can’t get their attention by just putting an image on the screen anymore, lets make it move and blast our message through their premium computer speakers without asking. They’ll love ‘em!
It’s a funny world out there in online media consumption. On one hand we are told to be genuine and build community. On the other hand, we burst onto the screen and interrupt any coherent thought with OUR message right NOW, whether they like it or not.
It is obvious most people want to be in control of their media consumption. Subscription streaming would not be growing double digits and younger viewers would not be leaving the commercial riddled TV content in droves as Marketing Charts documents so well.
We are moving from the proverbial idiot box to a portable version, one that has the modicum of control, our mobile devices.
Savvy marketers are focused on catching consumers when they are “in” the market by getting on the SERP, page one or following you around with ads from your previous searches with tracking pixels (kinda creepy right?). We all notice ads for the actual product we are considering purchasing, we see them everywhere, because we are in that hyper-aware consumer state.
Push or interruption ads work exceptionally well with these buyers, so what if 98% of the audience is annoyed, you sold to 2%, which is millions. Why not show them a video of the happy consumer consuming! They are happy, right?
We look the same way we always have. Movement, abrupt sound, hysterical screaming. Dash that last one. So how are you going to get noticed in the oversaturated marketplace?
Approach the market consistent with how you wish to be perceived. Your customers are really in charge.
They know what they see, because they know how to look. Now more than ever.