Beyond Distraction Control: Why Empathy Managers Can Transform the World of Online Advertising

I have been observing various discussions about Apple’s distraction control feature, which enables users to avoid website elements such as images, pop-ups, and ads. Advertisers and publishers are urging Apple to suspend this new iPhone feature, expressing concern over potential revenue losses. As a strong advocate for participatory design and co-creation, my initial reaction is: “While content creators’ outrage over revenue loss is understandable, could there be a more collaborative approach to designing online ad experiences? One where ads become a meaningful and engaging component of digital content interaction, rather than being perceived as a distraction?”

My perspective is not merely an idealistic opinion; it is firmly rooted in research. A few years ago, my company SonicRim collaborated with Tremor Video and Marriott Hotels to conduct an international ethnographic study, exploring how family members consume video ads and the influence these ads have on their preferences, behaviors, mental models, and decision-making processes. This joint effort allowed us to gain valuable insights into the global impact of video advertising, ultimately developing a user experience framework that can guide the online advertising industry towards more effective and engaging communication strategies.

Without delving into specific details from these studies, it’s essential to recognize that not all ads are perceived as distractions. Historically, advertisements played on radio, television, or modern computing devices have not only influenced consumers’ purchase decisions but have also shaped collective memories and social imagination. Their impact can be compared to other forms of media, such as music, cinema, and television shows. For instance, radio jingles I grew up listening to still resonate with me, often evoking powerful emotions. When designed thoughtfully by creative minds, ads can facilitate decision-making, provide moments of delight, and broaden one’s perspective on life.

Conversely, advertisements designed solely to generate revenue, with little regard for the daily routines and rituals during which they are presented, are often experienced as distractions or even seen as intrusive. Like any other industrial creations, the world is brimming with sustainably consumed and appreciated materials that serve both delight and purpose. However, there are also impulse purchases that are quickly discarded once their limited value is discovered. The advertising industry must consider this distinction when designing ad experiences to avoid being labeled as intrusive or valueless garbage.

At the other end of the spectrum are award-winning advertisements, conceptualized by the industry’s top creative talent who possess a deep understanding of consumer preferences. These creative teams craft advertisements with the passion of a commercial filmmaker and the purposefulness of a social worker. While the desire for recognition through awards is undoubtedly a driving force for these creatives, it’s worth noting the lasting impact of their work. Numerous social media discussions showcase nostalgia for ads and jingles from over 30 years ago, highlighting the enduring influence of well-crafted advertisements on people’s lives.

We undoubtedly live in an era of content curation and personalization, where Artificial Intelligence can track behaviors, preferences, personalities, and moods. This information is used to direct media placement at precise moments, aligning with the target audience’s interests and vulnerabilities. However, one can’t help but wonder why the industry still produces so much distraction and intrusion. The answer lies in the encroachment of media on people’s attention, disregarding their right to use their time for their intended purposes. Advertisers have lost sight of delivering moments of delight and have become obsessed with finding opportunities to force their messages on people who may not be interested. As a result, elegance, etiquette, and meaningful communication have suffered in the process.

I’d like to challenge a prevalent myth guiding online advertisers’ apathy toward their target audience: the notion that access to digital platforms and algorithms grants permission to manipulate minds and behaviors. In reality, your audience expects empathy, engagement, and caring, elegant conversations. To ensure this, every digital advertising team should have an empathy manager or team responsible for fostering organizational awareness and responsibility towards the sensibilities, sensitivities, routines, and attention deficits of their target audience.

I hope the distraction control feature on iPhones will encourage a dialogue between advertisement creators and their audiences. Furthermore, I hope the industry will reevaluate its perceived entitlement to encroach on audience attention and, instead, treat that attention as a sacred space that should only be entered by invitation. Cultivating such relationships will require research, ongoing communication, and audience participation at the forefront of the design process.

By prioritizing empathy and respectful engagement, the advertising industry can create more meaningful, enjoyable experiences for all.

I’ll conclude this article with a remarkable example of a fun advertisement from India, highlighting the deep-rooted cultural adoption of Indo-Chinese cuisine. Created by Enormous Creative Advertising Agency under the leadership of Ashish Khazanchi, the ad features Chinese characters who personify the unique fusion of Indian street culture. Despite political narratives that may portray China unfavorably, the ad successfully captures the essence of an eclectic Indo-Chinese culture thriving in various aspects of Indian society. I hope you enjoy watching this ad, as it showcases the creative team’s sensitivity to grassroots-level cultural fusion and the joy of blending culinary traditions.