Radically Boost Video Attention by Using a Happy-Frame Thumbnail
By Jasmine Yang, PhD Student at Columbia Business School The internet has drastically reduced barriers to the distribution of videos through a variety of online...
Best and Worst UK Christmas Ads for Audience Attention
The competition for consumer attention is fierce leading up to Christmas. It’s crucial to have a campaign that attracts highly distracted audiences, which is why...
Home-Care Brands Profit During COVID-19, Not Because of Great Ads
COVID-19 has shocked the world and sent economies spinning, and many home-goods brands have benefitted from consumers spending more to keep their homes and...
Presidential Election Video Ads Struggle to Win Attention
Key findings Biden ads are more effective at luring and sustaining audiences, however both candidates’ ads struggle to engage audiences and drive their message...
How a Soundtrack Encouraged Cinema-Goers to Tackle World Hunger
The United Nations World Food Programme (WFP) and SAWA, the Global Cinema Advertising Association, have launched ‘Feed Our Future’ – a campaign to encourage global...
Shorter Video Ads Among Top Performers In QSR Industry
Key findings Video ads 15 seconds or fewer in duration claim the top ten spots in capturing attention among 38 new summer QSR ads. Forced-exposure media buys don’t...
Solidarity Ads Draw Attention to #BlackLivesMatter
Key findings 1. All ads tested held attention for first 15 seconds 2. Statements can be powerful, but can risk loss of attention 3. P&G and Disney winning female...
People Tired of Sappy Coronavirus Messaging, Insurance Ad Study Shows
In March, brand advertisers realised they needed to dial down on the product selling, and dial up brand values and reassurance. Things have begun to shift. Brands...