Why dull matters
As Adam Morgan explained at last year’s festival, most ads are dull. The whole lot of nothing that they make people feel costs real money – an average of £10m, according to a 2023 piece of work by Peter Field.
What costs more, dull content or dull media, and can we, as brand owners or as an industry, afford either?
This new work explores the impact of low-attention formats on key metrics such as brand choice, efficiency, long-term ROI, and brand building. They also uncover what dull media means for Challengers in the marketplace (hint: it isn’t good news).
What’s going on
Led by Dr. Karen Nelson-Field, the team from Amplified analysed attention time (active, passive, and non-attention seconds) across over 115,000 real-time biometric ad views for 190 campaigns, spanning more than 160 different brands, across 60 ad formats in 12 different countries.
But how much does dull media really cost? By replicating the model from 2024’s breakthrough “Extraordinary Cost of Dull Content” they will reveal the potential total cost of dull media for the US industry as a whole, and drill down into the opportunity cost per dollar for advertisers.
For anyone attending Cannes Lions, Adam and Dr. Nelson-Field will be speaking at 17:00 CEST. For more on the report, tune into WARC tomorrow for full coverage in our news.
Source: warc.com