Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

We live in an age of extreme distraction where our cognitive limits force us to take decision shortcuts. The human mind necessarily restricts itself and we cope by allocating just enough attention to make decisions that are ‘good enough’. Nobel-awarded economist Herbert Simon calls this ‘satisficing’, a combination of satisfy and suffice.

Combining limited human capacity and the reality that consumer buying behaviour is largely habitual and trivial, advertising, by definition, is incidental in our lives. This attention crisis is forcing many marketers to re-think how to not only create video advertising that displays mechanisms linked to greater attentiveness, but also how to optimise the media buy for greater attentive reach.

Revisiting attention theory