Consumers are increasingly solicited by a large number of advertisements on various media such as TV, radio, social networks, billboards, etc. This advertising overload has created a sense of fatigue and saturation among consumers, who have learned to ignore most of the ads they are exposed to. This advertising overload has created a sense of fatigue and saturation among consumers, who have learned to ignore most of the ads they are exposed to.

In figures, a person's attention span averaged 12 seconds in the 2000s, compared with 8 seconds today, according to a Microsoft study. The average consumer is exposed to 1,200 advertising messages a day, according to Think with Google.

Consumers have also evolved in terms of advertising behavior and preferences. They are increasingly looking for personalized, interactive and relevant advertising experiences that add value to their daily lives. Consumers are therefore more likely to interact with ads that are creative, authentic and relevant to their needs and interests.

So how do you capture and hold the attention of consumers who are over-solicited by all kinds of advertising media?

• Attractive design: to attract consumers' attention, it's important to use a visually appealing design. Use bright colors, high-quality images and animations to make your display more attractive.
• Dynamic content: digital signage allows you to display dynamic content that can be changed regularly. Use this feature to present content that's interesting and relevant to your target audience.
• Audience targeting: target and segment your audience to offer them the most relevant and personalized content possible. As consumers are looking for a real experience, they need a message that speaks to them and makes an impact. It's only by studying your target precisely that you'll be able to offer campaigns that make sense to them.
• Geolocation: with the right tools and solutions, it's easy to deliver content based on display location. Use this feature to deliver specific ads based on the geographic area in which your target audience is located.
• Data analysis: equip yourself with analysis tools that enable you to track the results of your advertising campaign in real time. Use this data to adjust your strategy in real time and improve the relevance of your content to your target audience
• The right delivery channels: use the right delivery channels that are measurable and won't go unnoticed, like most web ads for example. According to a JCDecaux study, ads on digital screens are 2.5 times more likely to trigger a purchase action than traditional static ads. Digital screen ads attract up to 400% more views than traditional static ads (Src. Nieslen)