AOL (remember them?) just sent out a nifty infographic talking about what they call the “Attention Metric”. The basic idea is that we should be modifying the impact of what we purchase based on the likelihood that the consumer is “distracted” by using multiple devices and doesn’t see the placement.
Just a quick example of using something really useful to get distracted folks to pay attention to advertising. In northern cities this winter we bought bus shelter advertising and, with the help of our outdoor partners (JCDecaux), hooked up heat lamps. Made the point that it was warm in Texas and they were pretty darn useful…not as sure about the Adirondack chairs but they did help with the messaging.