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Can you feel it? It’s getting even harder to capture attention and get noticed.
But a new study published in MIS Quarterly flips old assumptions on their head: distracted consumers might actually be ideal ad targets.
Researchers found that in dynamic, real-life environments—like playing a game while watching TV—people’s mental engagement can spill over, making them more likely to notice and recall pop-up ads.
This goes against traditional dual-task interference (DTI) theory, which says multitasking reduces attention. Thanks to a phenomenon called automaticity, the brain can process both a task and an interruption almost as one event.
Based on the findings, here’s how you can activate this insight:
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Use low-distance environments. Deliver ads when all stimuli (content and ad) are close together, like on a single screen.
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Tailor ads to the environment. Match the ad content to what the consumer is engaging with (like football-themed ads during a game).
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Choose the right timing. Insert ads during less intense moments, like a replay or downtime.
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Leverage repetition carefully. Show ads more than once to tap into automaticity, but avoid overdoing it.
Dig into the research at Harvard Business Review.
