News flash - engagement = attention!
Not sure if you heard this or not but there's a new study just release from Tivo and third party researcher, Interscope. Get on the edge of your seat, here it comes. People tend to pay more attention to engaging ads, even if they record shows and fast forward through advertisements.
Shocking! So in the end, creativity wins? So if I really make my 30 second spot stand out, it will get noticed?
OK, I won't be too snarky about the study. It does show that a commercial spot should get attention within the first few seconds in order not to be skipped. That should change the way that some 30 second spots are put together.
It does remind us, though, how very important creativity is in producing engagement. You can have all the technical parts correct, have done the research but if whatever you produce doesn't reach the consumers emotions, it's incomplete.
- Paul Herring