Attention is the challenge - creativity is the solution

One of the biggest challenges to successful communication campaigns is not a lack of data - it's capturing and keeping the attention of the target audience. And the answer lies not in the biggest budget or the most advanced technology, but in something more fundamental: creativity.

Changing conditions

Tom Roach, Vice President of Brand Planning at Jellyfish Global, writes in an opinion piece on Marketing Week about how the approach to digital marketing has changed. Big brands have moved from using digital platforms primarily to reach direct response from potential customers, to recognizing the importance of building long-term relationships. Success requires advertising messages that not only stand out and engage, but also leave a lasting impression.

2.5 seconds is the minimum

Roach refers to research by Karen Nelson-Field, who has studied how people interact with digital ads. To create brand recall - and have an impact - you need at least 2.5 seconds of active attention from the recipient. This may sound very short, but of the 130,000 digital ads included in the study, 85% missed that mark. In other words, the majority of ads were ineffective in terms of storing brand memory, which is crucial for influencing future purchasing decisions.

Impact of attention time on mental availability (MA). Source: Amplified Intelligence

So, how do we capture the attention of the target audience when it's so easy to just scroll on?

The platform sets the framework

Digital behaviors and the platform on which an ad is displayed play a crucial role in determining how much attention the ad can receive. Attention is also influenced by external factors such as stimuli, frequency and duration of ads or impressions.

Creativity is what makes ads capture and retain user interest. But a strong idea alone is not enough - it also needs to be smart, insightful and adapted to the platforms we work with to stand a chance. Understanding the dynamics of each platform is therefore crucial. What do users do there? What do they expect? And what works best on that particular platform?

For example, YouTube recommends that creators work with "emerging story arcs", where videos don't start with a long, traditional build-up, but instead grab the viewer's attention right away.

Traditional vs new story arcs. Source: YouTube Creative Works

TikTok, on the other hand, requires a 'bang' - that is, something that immediately captures the interest.

Emotions build long-term relationships

Creating an emotional connection is crucial to achieving long-term results. Research shows that ads that evoke strong emotional responses not only capture attention, but also have a much greater impact on brand awareness. An emotional connection to our message not only makes people stop for a few seconds, it also sparks interest and creates the conditions for loyalty that lasts over time.

Ultimately, it's not just about selling a product, but about building a brand that people feel and can relate to.