In November, we celebrate World Television Day. This year is dedicated to the power of ATTENTION and highlights the growing importance of attention as a benchmark for advertisers. The idea is encapsulated in the new TV spot that accompanies World Television Day each year.
According to research by Group M, 66% of respondents said they are seeing significantly more advertising these days. A full 53% of respondents feel that ads are repeated too often and 35% of respondents often see ads that are completely irrelevant to them. Research also shows that the attention paid to advertising on social media and the attention paid to advertising on TV is not the same.
The Track the Success study and Karen Nelson-Field’s research reveal that television is the leading medium in terms of audience retention. Attention is therefore a topic that advertisers should pay close attention to if they want their brand to achieve its goals. Inspiration on how to achieve success and what to focus on in advertising from an attention perspective can also be found in the selection below.
We’ve also prepared the latest article in ScreenVoice magazine on the topic of attention. It features a selection of ads that have performed excellently in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
More articles about this topic
JOHN LEWIS’ 2023 CHRISTMAS AD: NEW AGENCY, NEW TRADITIONS
1. 12. 2023The first Christmas campaign for John Lewis created by Saatchi & Saatchi delivers a new message about adapting to change. John Lewis has ditched the ‘thoughtful giving’ strategy that has underpinned its Christmas campaigns for 14 years in favour of a message about embracing new traditions. The retailer’s 2023 Christmas ad is the first created… Continue reading THEME OF THE MONTH: ATTENTION
STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS
30. 11. 2023Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading THEME OF THE MONTH: ATTENTION
STUDY UK: RECORD AD SPEND PREDICTED FOR CHRISTMAS SEASON
19. 11. 2023Advertisers are set to spend a record £9.5bn during the Q4 Christmas season, according to new data released by the Advertising Association (AA) and WARC. This is a 4.8% increase from last year’s record spend of £9bn and demonstrates the continued importance of advertising to the economy during the festive period. Key findings: Broadcast Video… Continue reading THEME OF THE MONTH: ATTENTION
HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
13. 11. 2023We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading THEME OF THE MONTH: ATTENTION
UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
10. 11. 2023Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading THEME OF THE MONTH: ATTENTION
TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN
9. 11. 2023Popular TV ads are more likely to license music that appeals to men instead of women, according to a new study from Songtradr. AI sonic analysis technology from Songtradr examined the top 50 TV ads with licensed songs this year (by household TV ad impressions, per iSpot), and found the average music selection skewed toward music that men are… Continue reading THEME OF THE MONTH: ATTENTION
THE BEST TIME TO START THE CHRISTMAS CAMPAIGN IS ON BLACK FRIDAY
7. 11. 2023Christmas campaigns start a few days earlier every year. However, according to a poll conducted by Broadcasting+Cable SmartBrief, the best time to start a Christmas advertising campaign is Black Friday. More than half of the respondents voted for Black Friday as the best day to start the Christmas campaign. In second place was the first… Continue reading THEME OF THE MONTH: ATTENTION
USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS
7. 11. 2023The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper. Hearing different voices narrate a persuasive message grabs the attention of consumers and boosts their willingness to pay. The authors of the study called this the ‘voice numerosity effect’. This effect continues to… Continue reading THEME OF THE MONTH: ATTENTION
AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA
3. 11. 2023Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading THEME OF THE MONTH: ATTENTION
CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON
29. 10. 2023Faced with the news that up to two-thirds of consumers are set to cut back on their Christmas spending this year due to the ongoing cost-of-living crisis, marketers and brands have a tough couple of months ahead of them. The data, revealed in a report commissioned by the IPA, showed that while shoppers will be… Continue reading THEME OF THE MONTH: ATTENTION
DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY
28. 10. 2023The latest EMEA Spotlight, ‘Drivers of brand growth’, celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen? Earlier in the summer Paul Dyson, cofounder… Continue reading THEME OF THE MONTH: ATTENTION
INTENSIVE USERS OF SOCIAL NETWORKS ARE MUCH LESS BOTHERED BY ADVERTISING, THEY EVEN FIND IT ENTERTAINING
23. 10. 2023Kantar has found that frequent social media users are much more positive about online advertising than the general population. The general views of social media users on advertising mirror those of the majority population in the UK, according to Kantar’s findings, with almost two-thirds of Facebook users (65%) finding online advertising “increasingly intrusive”. This proportion… Continue reading THEME OF THE MONTH: ATTENTION
