But jingles are a tactic we don't see as often in mainstream advertising. With a few notable exceptions like Nationwide and McDonald's, it seems new jingles are mostly found on daytime or late-night TV and come from smaller brands like JG Wentworth, Reasons Why Jingles Have Marketing Power Beyond Nostalgia | SEJ Why Enthusiasm Diminished And this in part because times - and media consumption habits - have changed. Advertising Continue reading below Consumers today are no longer sweet potatoes who spend the majority of their lives in front of TV screens. They're mostly on mobile devices, mostly on the go, and always trying to get things done: uploading Facebook statuses, finding directions, reading articles, sharing photos [and] rating restaurants, said Joe McCambley, senior vice president of content marketing at Modern agency Pop.
It's an on-demand world fax list where consumers choose to opt out of advertising either by skipping pre-roll video ads after three seconds or by blocking ads altogether via ad blockers. Where television offered a captive audience and lent itself to jingles, mobile consumers refuse to be sold [to] and ask to be helped. But it is also because, by association, consumers' attention spans are more limited. I'm not sure our visual, thumb-scrolling, self-muting culture is designed to appreciate such brand communication, said Mark Mulhern, president of the East region of digital marketing agency iCrossing. But that hasn't stopped the likes of Old Spice from featuring [its] own whistle in recent years - something they continue to embrace because it works for them and their audiences.
Advertising Continue reading below Additionally, a catchy tune was a smart device when marketing channels were more limited, noted Mark Young, CEO of advertising agency Jekyll and Hyde Advertising. You could put out a or radio networks that existed and, within a reasonable amount of time, have a jingle that people could remember, he added. Today we have hundreds of TV networks, thousands of radio options, millions of podcasts and even more websites to visit. Now add that to social media and you have something akin to Digital ADD. Further, per Young, the average consumer receives 5,000 to 20,000 brand messages per day and it is simply impossible for marketers to flood all available channels to the point that a jingle becomes memorable.