The digital age brings many simplifications. But they don’t always mean a shift for the better. Orlando Wood, CEO of System 1 and author of the award-winning books Lemon and Look Out, points out that advertising effectiveness has been declining since 2006. This is mainly due to the way creatives have been gripped by the media, which since the start of the millennium has increasingly moved away from narrative storytelling towards a generic concepts without faces and emotions.
However, audiences are turning away from such advertising, which reflects how the left hemisphere of the brain works – it is directed ‘inwards’, which makes it increasingly difficult for the ad to be seen and to capture the viewers attention. Thats why almost 75 % of online ads do not deliver the results they are expected to. And it’s precisely by connecting the dots on the creative – emotion – attention – effectiveness line.
“We need to create a spectacle to open the eyes and warm the hearts of those we want to persuade,” says Wood. It’s the large TV screen versus the phone screen that gives such advertising the space to shine.
Creativity plays one of the most important roles in delivering the results of advertising campaigns. So how should you design advertising in light of these findings to become more engaging and to help build brands?
Don’t miss the online webinar with Orlando Wood hosted by The Global TV Group on May 12, 2022 at 2pm.
ScreenVoice magazine uploaded a new article dedicated to creativity in advertising. See also a selection of inspiring articles in the “Read on the topic” section.
DON´T MISS OUT
In an exclusive online discussion hosted by The Global TV Group, Orlando Wood, Chief Innovation Officer at System1 Group and author of the award-winning books Lemon and Look Out, will reveal how society’s attention span has narrowed in the digital age, how this is reflected in today’s advertising, and how to design advertising in light of these findings to engage and help build brands.
More articles about this topic
WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS26. 11. 2022
The cost-of-living crisis presents marketers with perhaps an even bigger challenge than the pandemic. They will need to optimise media investment, writes Azerion’s Paul Lowrey. Marketers have certainly had their work cut out negotiating the ups and downs of the past two years, but arguably we’re now entering the biggest challenge the industry has faced.… Continue reading THEME OF THE MONTH: CREATIVITY
WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY30. 10. 2022
As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading THEME OF THE MONTH: CREATIVITY
GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES11. 10. 2022
4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading THEME OF THE MONTH: CREATIVITY
HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES24. 9. 2022
Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading THEME OF THE MONTH: CREATIVITY
WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC6. 9. 2022
Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.
CREATIVE ADS MAKE YOU FORGET BORING ONES27. 7. 2022
The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: CREATIVITY
FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING23. 7. 2022
WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: CREATIVITY
TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING15. 7. 2022
Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad Finecast, a leading addressable TV provider, has today announced the results of its research into the role of attention across TV advertising, which shows that the platform on which an ad… Continue reading THEME OF THE MONTH: CREATIVITY
THE BEST CAMPAIGNS OF THE LAST DECADE30. 6. 2022
Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: CREATIVITY
IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION17. 6. 2022
As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need… Continue reading THEME OF THE MONTH: CREATIVITY
MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE3. 6. 2022
Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: CREATIVITY
WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING2. 6. 2022
While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading THEME OF THE MONTH: CREATIVITY
CREATIVITY IN ADS MATTERS MORE THAN EVER24. 5. 2022
Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading THEME OF THE MONTH: CREATIVITY
WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING24. 5. 2022
The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: CREATIVITY
CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY8. 5. 2022
Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.
NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM29. 4. 2022
In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones. This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading THEME OF THE MONTH: CREATIVITY
IN DEFENCE OF BRAND STORYTELLING11. 4. 2022
Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading THEME OF THE MONTH: CREATIVITY
TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES9. 4. 2022
Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.
HOW TO GET LUCKY5. 4. 2022
What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading THEME OF THE MONTH: CREATIVITY
BRING ON THE TECHNICOLOUR!23. 3. 2022
There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading THEME OF THE MONTH: CREATIVITY
CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD14. 3. 2022
Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: CREATIVITY
CREATIVE ADVERTISING IS IN CRISIS11. 3. 2022
The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading THEME OF THE MONTH: CREATIVITY
HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS10. 3. 2022
Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading THEME OF THE MONTH: CREATIVITY
IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER3. 3. 2022
After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading THEME OF THE MONTH: CREATIVITY
PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?2. 3. 2022
We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading THEME OF THE MONTH: CREATIVITY
THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE18. 1. 2022
Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views. Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THEME OF THE MONTH: CREATIVITY
SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION26. 5. 2021
What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: CREATIVITY
TV IS AT THE HEART OF CREATIVE EFFECTIVENESS10. 3. 2021
In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading THEME OF THE MONTH: CREATIVITY
THE IMPORTANCE OF CREATIVITY IN ADVERTISING17. 7. 2019
The roots of advertising run deep. We’ve come a long way since William Caxton printed what would be described as Britain’s first advert in 1477. How grand it would be if advertising was still so simple. Nowadays, we have a bit more to contend with on the marketplace than ol’ Caxton. While this makes for a more exciting day… Continue reading THEME OF THE MONTH: CREATIVITY
WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS27. 6. 2019
CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T9. 3. 2018
Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five… Continue reading THEME OF THE MONTH: CREATIVITY