The competition for consumer attention is fierce leading up to Christmas. It’s crucial to have a campaign that attracts highly distracted audiences, which is why brands spend millions on media space. The pandemic has created a backdrop of caution, along with a host of logistical challenges, but advertiser’s creativity could’t be locked down.
COVID-19 has shocked the world and sent economies spinning, and many home-goods brands have benefitted from consumers spending more to keep their homes and themselves clean.
While profits of these brands are soaring, how are their ads performing? To find out, we tested 29 home-cleaning and personal-hygiene ads from nine brands, including Clorox, Seventh Generation, Kleenex, Glad, Febreze, Lysol, Swiffer, Charmin and Tide. Videos ranged from 5 to 30 seconds in duration.
The United Nations World Food Programme (WFP) and SAWA, the Global Cinema Advertising Association, have launched ‘Feed Our Future’ – a campaign to encourage global cinema audiences to drop their popcorn to donate to tackle world hunger.
If attention is an outcome that leads to sales and customer loyalty, then the advertising industry should embrace attention.
But measuring attention is not trivial. And that’s why we published our latest report, “The CMO Guide for Measuring and Managing to Attention Outcomes.”
In March, brand advertisers realised they needed to dial down on the product selling, and dial up brand values and reassurance. Things have begun to shift. Brands have begun retiring b-roll archive footage in favour of improvised sets that lean into working-from-home and Zoom-call scenarios. Madison Avenue is after the new ‘new normal’.
Our thoughts and feelings drive our decisions, from the smallest ones, like what to watch on TV, to bigger ones like who to vote for.
Finding something decent to watch on the telly can be challenging. But while channel-hopping the seemingly endless array of boring reality shows, cooking features and programmes showing people watching other programmes you occasionally stumble upon genuine TV gold.
Attention and emotion measures reveal propensity for advertising creative to drive impact of paid media investment
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