I saw this cartoon, showing two panels of a dog owner scolding his pet to stay out of the garbage. The first panel illustrates “what we say to dogs”. The second panel shows “what they hear”, with every word (except the dog’s name) replaced by “blah blah blah”.
Consumers have this same type of selective hearing. They are increasingly equipped to tune out marketing messaging in every medium, particularly classic television advertising. Some advertisers respond to this phenomenon by designing ads to be watched at 12 times normal speed (featuring lingering shots of brands, logos, and characters).
I think a better takeaway is to create advertising so good that viewers choose to watch.
In the age of on-demand television viewing it’s not necessarily the consumer technology brand who runs the most ads that’s the winner in terms of capturing eyeballs — it’s the one who finds a better way to keep consumers from picking up the remote and moving on to other content.
In other words, increasing the quality of the content is more important than increasing the media spend. It raises the bar on advertising to create better quality content, content that passes the “fast forward” and “skipping the ad” test.
Ignore the post title, no intentions to hurt anyone’s sentiments 😛
Credit: tom fish burne