The arms race for viewer attention

ADVERTISERS ARE BATTLING DOOM-SCROLLING SYNDROME

- GEETIKA SRIVASTAVA

ACCORDING TO TAM AdEx's latest report, digital ad impressions in the country have grown 12.7 times between 2020 and 2024. The April-June quarter of 2024 registered 45% more digital ad impressions than even the October-December festive season, a first in the Indian advertising calendar. Yet marketers and media planners are facing a growing sense of unease. "Digital visibility has become abundant and, paradoxically, less valuable," says Vishal Agrahari, vice-president, paid media, BC Web Wise. "Consumers are overwhelmed. They're more discerning, tend to bypass ads quickly, and are less influenced by generic messages. Attention has become the real scarcity now."

At the same time, the pressure to justify ROI has intensified. With impressions cheaper than ever, the real cost lies in lost attention and ineffective messaging.