Page 42 - 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
SYSTEM 1? can, and that this is now ‘ingrained
thirds skip video ads as soon as they
behaviour’. The study concluded that
6 seconds is the new 30 seconds -
which doesn’t leave much room for
brand equity communication*.
THINK SENSORY 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 too much focus
on immediate activation vs. long term THE ANSWER IS
brand building.
SENSORY POWER.

So how can brands compensate for
this loss? How can they break through THE ABILITY TO
the noise with communications that
work in spite of ad-blocking and COMMUNICATE QUICKLY
consumer apathy?
AND UNDER THE
CONSUMER’S RADAR.

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