CONVERGED AUDIENCES

A scientific study once established that people remember 20% of what they see; 40% of what they see and hear; and up to 75% of what they see, hear, and do. Could this apply to advertising? That is, could adding an active “do” component actually double – or even triple – the memorability of an advertising message? If so, then the “active” component of interactive advertising is potentially the most powerful tool in a marketer’s toolbox. This is increasingly relevant as Generation Y audiences mature – audiences who’ve been raised to have a strong command of and high expectation for interaction in their lives.