One of the most uncomfortable scenes in all of film is the scene in “A Clockwork Orange” in which Alex is made to watch scenes of horrible violence for an extended period of time. His eyes are held open and his head is immobilized. This is part of the fictional aversion therapy known as The Ludovico Technique. It’s forced attention to something.
That’s what a good chunk of marketing has become today. What got me thinking about this was the announcement by Snapchat that they will test a new ad format called “Commercials”, which will be unskippable six-second ads that run in select Snapchat Shows. You want to see the show? Then you WILL watch the ad. It’s not all that rare anymore for various media to force your attention. Been in a taxi lately? Maybe you were subjected to TaxiTV. Nonstop noise and motion that, unfortunately, we humans are wired not to avoid. Maybe your attention was grabbed at the gas pump. $15 of gas and a headache from the TV screen blaring the latest headlines and ads. Or perhaps you didn’t have your headphones on as you waited for your flight to leave and the sound of the overhead TV (and the ads) interfered with your reading. YouTube has a “skip” button after 5 seconds for longer ads but also sells unskippable 6-second ads.
All of these things as forced attention. Disabling the fast-forward button during VOD playback is another. I am well acquainted with the attention-value exchange. We give you free content, you give us your attention which we then sell to sponsors. I made a career in TV and media based on it so I’m a fan. I’m not, however, a fan of taking that attention without consent. You can always change the channel or flip the page if you want to skip the ad. The examples above don’t give you that option.
So where is the issue? Not with the media. Our job is to provide the sponsor with the opportunity to sell something. If the creative is awful, people leave. The focus needs to be on making ads that people want to watch. There is an ad running now with bulldogs substituting for bulls during the Pamplona run. I watch it every single time. There are many other great examples of ads you wouldn’t skip even if you could. Forcing consumers to watch is stealing their attention. It’s subjecting them to a bombardment of crap with any shelter available. Does that sound like a great way to do business?