How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.
With the proliferation of content and the rise of multi-device, multi-media multi-tasking, it’s harder than ever for ads to break through to viewers. While digital advertising has raised the breakthrough bar considerably, it also offers the potential for advertising that transcends the breakthrough challenge. The new holy grail is advertising that people want to see and share with their friends, to “seek and share.”
What moves advertising into this exceptional category? While some argue that true virality is like catching lightning in a bottle and therefore cannot be planned, there are core characteristics that can increase the odds of advertising reaching this rarefied plane. Five characteristics of seek and share ads:
要如何創造出具有突破性並且真正能吸引觀眾注意力的廣告呢？Ipsos Connect總裁Peter Minnium探討了幾個人們喜聞樂見並且願意分享給朋友的廣告的幾個關鍵特徵。