Ads Tied to State of Viewer Experience

Last year was symbolic and symptomatic of what is to come — the intensification of human fatigue as the unstoppable march of technology trampled our ability to manage all the noise being thrown at us. As it becomes unmanageable, we tend to disengage, sit down and ignore it as best we can. Or we fly to the other extreme and charge headlong into the battle, giving it our all until we’re so bloodied by sensory overload that we fall back, disengage and shut down.

I heard variations of these two ideas more times than I can count in 2016, and experienced it firsthand on an overnight flight home from overseas on election night. The announcement that Donald Trump had won the election elicited no audible response from more than 200 passengers. The next morning, I was assaulted by every news organization’s vain attempts to lure me back into the fracas, along with the back-and-forth posts in social media about this and that.

The fatigue factor is only now being recognized as a real force needing to be met. The human species is capable of digesting only so much sensory input; after the saturation point is reached, apathy results. If those of us in media don’t recognize this and act as good stewards of our human race, we may just find ourselves being ignored too. Read More