The arrival of summer signifies a fundamental shift in digital consumption habits, an aspect that brands must carefully consider when planning their advertising campaigns. During this season, users’ routines relax, and the time they spend in front of screens is divided between moments of leisure and disconnection. Although consumer attention persists, it becomes more demanding and scarce.
Recent studies have indicated that the average time to capture a user’s attention with an ad has decreased to just 2.2 seconds. This figure highlights the importance of being visible, as well as achieving quality attention. According to analysts at McKinsey, a 10% increase in average attention can result in a 17% increase in consumer spending.
Given this landscape, seasonal advertising strategies need to transform their approach. Instead of interrupting, it is essential that they integrate seamlessly into the user experience. During the summer, consumers prefer brief and dynamic content related to entertainment or inspiration. Therefore, the most effective formats are those that fit naturally into the browsing flow, such as in-feed videos and immersive native experiences.
Alvaro Pastor, CMO of EXTE, asserts that “summer advertising should not compete with the experience but be a part of it.” This involves adapting content to the user’s rhythm, mood, and context, which not only minimizes friction but also improves metrics such as view time and recall rates.
A common mistake in summer campaigns is using the same creative assets as in other times of the year. Messages need to be more agile and emotional, aiming to establish connections that prepare the user for the next stage of the buying process rather than forcing an immediate conversion. The smart use of contextual data, such as location and weather, can help personalize messages without being intrusive.
Summer can also be an effective opportunity to maintain brand performance. It is crucial to adopt a brandformance strategy, where awareness is combined with business metrics adjusted to seasonality. Instead of focusing on immediate clicks, emphasis should be placed on indicators like ad recall and brand affinity.
With these approaches and the activation of non-intrusive retargeting, companies can engage users without overwhelming them, preserving effectiveness and enhancing the consumer experience. Thus, summer should not be seen as a period of pause but as a key opportunity to reinforce brand relevance. Companies that adapt to the new attention landscape will not only avoid rejection but will also solidify their presence in the consumer’s mind, turning attention into a strategic necessity.
Source: MiMub in Spanish
