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They want it to better represent who they are..

Edmund Lee - AdAge: How social media stole your mind and took advertising with it

"Looking at it this way, digital advertising was unwittingly crafted for the distracted among us. Some of us seek that frenzied mix of image and text and sound with so many links. Take that with a grain of salt. Because for all my datum lust, I am not an explicit fan of digital ads; most likely, no one is."

"Human brains are built to integrate, to expect that the things we see are related to each other," Mr. Nass said. "In a world, however, where you see things that have nothing to do with each other -- namely the media world -- when you look by not focusing, you're missing important things."

According to the lab, 56 million Americans over the age of 18, or about a quarter of the adult population, have regularly avoided watching live TV and have instead opted to watch programming via digital video recorders, the internet, smartphones, or media devices that haul in online video to their big-screen TVs. Of course, the prospect of skipping ads is compelling, but there's a deeper, more innate reason.

Brian Monahan, exec VP at the IPG Media Lab and a former media buyer with Universal McCann, said of the results, "My sense of it is, consumers are wading through all of this stuff, and they're embracing the technology to feed their brains as efficiently as possible," he said. "They want to watch what they want, how they want, when they want it. And guess what: Advertising is low on that list." He went on to offer a gut summation: "I feel like people are looking for more authenticity with their media; they're consuming it ... with more intent; they want it to better represent who they are."

The metrics mess

The Oscars and the unseemly pursuit of an advertising demographic