Daily Clip - The Attention Trifecta: Format, Context, Creative - Vidéo Dailymotion

Dailymotion Advertising

Mike Follett (CEO, Lumen Research) distills three rules for planners: · Format: buy ads big enough to be seen—tiny units get skipped · Context: engaged audiences in quality content drive higher ad attention · Creative: storytelling (with audio + visual) multiplies attention and earns an unfair share  Connect with Us: · Website: https://www.dailymotion.com/advertising · LinkedIn: https://www.linkedin.com/showcase/dailymotionadvertising/  Subscribe to Dailymotion Advertising for more expert insights into the future of consumer behavior, media, and marketing strategy.

Transcript

00:00I think there are three big implications of this research for planners and media buyers.

00:05One about format, one about context, one about creative.

00:11Format.

00:12You have to buy ads that are big enough to be seen.

00:16Tiny little ads that flit straight past don't get any attention.

00:19So format really matters.

00:22The second thing is that context matters.

00:24People are more likely to engage with your ad if they're already engaging with the content.

00:30High quality content turns into high quality advertising attention.

00:34But the third thing is also important.

00:36Creative.

00:38Big formats can pretty much guarantee you some attention.

00:42But it's the creative that can have an attention multiplier.

00:46It can get you an unfair share of attention.

00:49And especially when you're dealing with a format that allows you both audio and visual capabilities.

00:56That's when creative can have an enormous effect on aggregate attention.

01:02linemen does not perform.

01:03Around the screen does not listen.

01:03So kind of crazy and self-control.

01:04That's when you're going to lower all timelapse.

01:06You guys have to do it.

01:07Don't do it.

01:08Boom??

01:08Remember when we put this on a list of partners?

01:09You can tell us your request.

01:10Are you ready to go away?

01:11You can tell them aboutativos you can act to accept your construir.

01:13So kind of mind, one article is just multi- greetings.

01:14We can tell you about them if you have a part of a feature Queatic release event

01:16that will really be part of it.

01:17The next thing we have inspired and the anthrop Julius is this image,

01:18one of those most commonahs people are a part of it.

01:18So kind of depressing how we watch the simple desire to do it.

01:20Just kind of Crawling channel�� Carroll is just about you

01:21just walking over here.

Daily Clip - The Attention Trifecta: Format, Context, Creative

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