By 2019, 40% of media investments in France will be digital, outstripping TV and other traditional media. And yet MetrixLab research shows that 65% of digital advertising campaigns fail to deliver the desired impact. So how do marketers, advertisers and brand managers ensure their campaigns are in the 35% that are delivering against their objectives?

At MetrixLab, we test thousands of digital advertisements every year, evaluating how consumers respond to campaigns. We know what a challenge advertisers face in creating ads that engage them and have the required brand impact.

In the last 20 years, people’s attention span has decreased dramatically. We’re now in the era of the ‘distracted consumer’. Your digital ads not only need to compete for a share of their shrinking attention span but against fierce competition from other advertisers and content producers as well. So on the one hand you have distracted consumers and on the other you have a cluttered environment.

But all is not lost. There are things that you can do to get your ads noticed so that they break through in a crowded context. Format and placement have a high impact on attention, for example. Perhaps surprisingly, the length of video ads doesn’t impact their ability to break through. But longer video ads do need to work harder to be watched in their entirety. They need to be perceived as different and likeable by the audience.

Another key to the success of your advertising is the context in which it is viewed. The higher the attention for a particular website, for example, the higher the attention for the ads on that website.

We would very much like the opportunity to discuss your particular digital advertising needs in more detail and to help you unlock the potential of your campaigns. Please do get in touch.