Companies are no longer advertising where consumers are focusing their attention. They must adapt before they lose additional resources as they continue to advertise in the dark.

1. AdvertisingintheDarkMatthew Allion

2. Companies are no longer advertising where people are putting their attention.

3. Attention
Matters
I could care less if Facebook, Instagram, Snapchat exist
tomorrow. I care about where your attention is.
- Gary Vaynerchuk (Advertising Agency CEO) (1)

4. Historyof
Attention

5. RADIO

6. By 1930, nearly 90% of all American radio stations
were broadcasting commercials. (3)
RADIO Advertising followed attention

7. 0
10
20
30
40
50
60
70
80
90
1948 1954 1958
TELEVISION
Percent of American Homes with a TV (4)

8. TELEVISION
The 1950s brought about
significant changes in
television advertising.(5)
Advertising followed attention

9. During a 2015 survey, 77% of
adolescents (aged 18-24) responded
that they instantly check their phone
when they have nothing occupying
their attention. (6)
INTERNET

10. According to clinical psychologist,
Catherine Steiner-Adair, technology
has now evolved into the “hub and
hearth of family life”.(7)
INTERNET

11. Has Advertisement $ followed this time?
Will the advertising
follow the
attention this time?

12. INTERNET
Adults (18+) spend 16% of their
time viewing online videos.
Advertisers only spend 1% of their
budget on online videos.(8)
ADVERTISING NEGLECTING ATTENTION

13. Issues with
internet
advertising

14. AD-BLOCKERS
Over the past four years, there has been a
118% increase in the number of Americans
who use ad-blocking software. (9)

15. AD-BLOCKERS
If ad-blocking continues to grow in popularity, the
fear is that it could threaten the financial
underpinnings of much of the web, where publishers
are dependent on advertising to pay their costs. (10)

16. MULTITASKING
People are spending more
of their time consuming
media, but the majority of
it is spent multitasking. (8)

17. THE SOLUTION

18. Companies need to
increase the amount of
advertising budgeted to
online websites.

19. Companies need to cut
through the clutter and use
strong marketing
techniques that attract
consumers to their brand.

20. References
1) Monllos, Kristina. "Gary Vaynerchuk Argues That Marketers Are Fighting An Attention War". Adweek.com. N.p., 2016. Web. 19
Mar. 2017.
2) Smith, Stephen. "Radio: The Internet Of The 1930S | American Radioworks |". Americanradioworks.org. N.p., 2014. Web. 16
Mar. 2017.
3) Ciccarelli, David. "History Of Radio Advertising". Voices.com. N.p., 2017. Web. 16 Mar. 2017.
4) Baughman, James. "Television Comes To America, 1947-57". Lib.niu.edu. N.p., 2017. Web. 16 Mar. 2017.
5) "The History Of Television Ads | Quality Logo Products, Inc.". Qualitylogoproducts.com. N.p., 2017. Web. 17 Mar. 2017.
6) Krashinsky, Susan. "Advertisers Cash In On Attention Spans Of Digitally Savvy Canadians". The Globe and Mail. N.p., 2015. Web.
17 Mar. 2017.
7) Bielski, Zosia. "Portrait Of An E-Family: How They're Making Their Hyper-Digital Lives Work". The Globe and Mail. N.p., 2013.
Web. 17 Mar. 2017.
8) Krashinsky, Susan. "Four Ways Canadians Are Consuming Media Differently". The Globe and Mail. N.p., 2014. Web. 17 Mar.
2017.
9) Emarketer.com. N.p., 2016. Web. 19 Mar. 2017.
10) Pitta, Dennis A. "The World Wide Web Faces A Life And Death Challenge: Pop-Up Ad Blockers". Journal of Consumer Marketing
25.7 (2008): n. pag. Web.