Beyond Breakthrough: 5 Secrets of Seek and Share Advertising

N051_MKT_Beyond breakthroug- 5 secrets of seek and share advertisingHow 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:

超越突破:五個關於能被主動搜尋及分享的廣告的秘密

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。

隨著行銷內容驟增,以及多設備、多媒體及多任務的發展,廣告早比以往更難吸引觀眾的眼球了。而數位化廣告讓廣告推廣有了相當程度的突破,同時也為廣告提供了更多的可能。對現在的廣告來說,終極目標已經不侷限於要讓消費者想要看這個廣告,更重要的是要讓消費者能分享廣告,也就是消費者必須要能主動地去「搜尋及分享」。

有些人認為,一個能夠成功創造病毒式廣告的創意,就像閃電一樣,是抓不住也計劃不來的,不過還是有幾個共同的核心特點能提高廣告的吸引力及被分享的機率。以下為能被主動地搜尋及分享的廣告的五個特徵:

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