Page 43 - Unlock Sensory Power

WE’RE MAKING MORE FASTER,
INTUITIVE, EMOTION BASED
DECISIONS TO NAVIGATE DAILY

LIFE. BRANDS MUST DO
MORE IN RESPONSE.

When it comes to media
consumption, a recent study
involving 11,300 participants in the
U.S found that two thirds skip video
ads as soon as they can, and that
this is now ‘ingrained behaviour’.
The study concluded that 6
seconds is the new 30 seconds -
which doesn’t leave much room for
brand equity communication*.

Analysis by Peter Field and Les
Binet in their book ‘The Long and
the Short of It’ clearly shows a
decline in advertising effectiveness
from 1998 - 2016. They observed THE ANSWER IS
too much focus on immediate
activation vs. long term brand SENSORY POWER.
building.
THE ABILITY TO
So how can brands compensate
for this loss? How can they break COMMUNICATE QUICKLY
through the noise with AND UNDER THE
communications that work in spite
of ad-blocking and consumer CONSUMER’S RADAR.
apathy?

* Data sourced from IPG Magna, IPG Media Lab.
Published via WARC February 2017