Eric Kallman’s Post

Navigating the dynamic world of advertising is both an art and a science. From understanding your audience to harnessing creativity, emotions, humor, and strategic placement - discover the marketing secrets behind memorable campaigns that resonate with you. Check out our latest blog to read more about the art of grabbing and maintaining people’s attention! https://loom.ly/Zr0Lx84

💎 Blink and you miss it (Part II) Why Attention is the Key to Successful Advertising? Attention is the new key currency in advertising. The better you can capture it and the longer you can maintain it, the greater impact your advertising campaigns can have. Attention research and viewer engagement One of the things attention research has taught us is that it is not enough for an ad to be visible for there to be an effect. The ad needs to be viewed, and preferably viewed for sufficiently long time for the viewer’s brain to register and process the content and create a memory effect. In other words, not only must the ad generate attention, i.e. cause the viewer’s eyes to focus on the ad, but it must do so for some length of time. The obvious question then becomes “how long is sufficiently long?” And as so often, the answer is a non-committed “it depends”. But fear not, there are some simple rules of thumb to guide us. A good benchmark is around 2.5 to 3 seconds. That is the approximate level the advertising is likely to impact the audience and create more long-lasting memory effects for the brand being advertised.  It also means there is sufficient time for the brain to take in, process and interpret the messages received: who is it from and what are they trying to tell me? Odyssey 🚀 Shinecare, Faz Bem às Marcas!

The road to success

Why are some ads unsuccessful? Experts say one of the most common mistakes is an ad that tries to convey too many messages. In general, advertising experts agree that focusing on one message – your company’s experience or your product’s low price, for example – helps to ensure the ad is not confusing.

When a previously successful campaign starts falling off, it might be time for refinement rather than pumping more money into the campaign to keep it going. If your initial campaign isn’t immediately successful, though, you could find yourself tempted to pull the plug immediately. Don’t do it! The reality is that it might take a few months before you can really know if an ad was successful or not. If it turns out it’s not, try tweaking the image and the message until you find something that gets the clicks. It’s a lot of work at first, but once you get the hang of it, you start to understand what kinds of images and messages resonate with the kinds of customers you want, and every new ad campaign gets easier and easier. Advertising Takes Time ▸ Link in comment

When it comes to the fundamentals of advertising, little has changed since the time ads were only on billboards, newspapers and direct mail (pre-TV even). What determines the success of an ad, event, workshop, product is actually the same… Because it all comes down to the BIG IDEA behind the ad. Now this is often created through a bunch of people sitting around a table just tossing ideas around, until someone finds that aha moment… And I’ve been through a countless number of those meetings. They work, but there is a better way I’ve discovered through that experience. And it comes from this book called “Hey Whipple, Squeeze This”. Here is the 3-step process I’ve used to accelerate the discovery of a winning big idea: #1 Say It Straight, Then Say It Great Most creatives often start by throwing out ideas and getting lost in their own head. This works for getting a wide range of ideas, but it often ends up with the entire team getting lost and wondering what the campaign was even about. To solve this issue, we start by listing down the straightforward reasons why the audience should take the action we want them to. List down 5-10 reasons, then select the strongest benefit as the ONE core focus of your campaign. #2 Practice Intergalactic Thinking Creativity is simply linking two distant and unrelated ideas together. The more unrelated the ideas are, the more likely for it to be unusual and attention-grabbing. For example, the product you’re trying to sell is insecticide. And let’s say someone else brings up a circus. How can you combine these ideas? A campaign slogan could then be “kill the bug circus that’s hiding under your bed”. #3 The Press Release Version Once you’ve gotten that big idea, the final step is to expand on it. As the book explains, don’t think of an advertising idea. Think of an idea worth advertising. Imagine what the viral version of your idea would look, sound and feel like. What would get your audience to tell one another about your product? How would a mainstream news reporter describe it? By using these three steps, you’re now much closer to a winning campaign.

The art of forging genuine human connections in advertising is becoming increasingly crucial. Brooke Goldstein, CLICKON Head of Revenue discusses the powerful role of storytelling and authenticity in reinvigorating the digital landscape. Discover how we can reintroduce humanity into the world of commoditized advertising. https://lnkd.in/evSXEtEx #advertising #digitaltransformation #humanconnection

You click on a YouTube video that you want to watch, and an ad begins to play. Within seconds you realize that there won’t be a Skip ads button for you to click, and you’ll have to suffer through 15 agonizing seconds of advertising. You think, “Crap, this is so annoying. The simple truth is, nobody engages with anything online with the hope of seeing advertising. Yet marketers spend billions of dollars each year trying to capture unwilling eyeballs. Let's face it, nobody logs on to the internet with the hope of encountering ads. Yet, advertisers spend billions trying to grab our unwilling attention. When TV and magazines ruled the advertising world in the past, marketers had to think outside the box to get us to remember their messages. Even though we still didn't want to see them, they understood that inventiveness could make advertisements more memorable. To create captivating print ads and commercials, they employed skilled individuals. But as we move forward to the present, things have altered. Online, we're much less tolerant of advertisements. Not only that, but most advertisements lack creativity, which leaves us unimpressed. Emilia Kirk of Forbes claims that we are inundated with 6,000–10,000 advertisements every day. Not surprisingly, our brains are overwhelmed by the amount of content. Most advertisements are quickly forgotten or ignored. But here's the thing: if you can master the art of advertising as much as you love crunching those analytics, it doesn't have to be this way. The capacity to create engaging, innovative, and memorable content is revolutionary in a world overflowing with advertisements. It's time to change the way we think about advertising and produce content that consumers enjoy rather than just tolerate. To make those "ugh" moments into "wow" moments is our goal. #DigitalMarketing #Creativity #Advertising

If you have to think about the advertising before deciding if it works or not, guess what. It doesn't work! People do not ruminate over an ad in the real world. Either it stops them or not. Either its message connects or not. Ads live and die off of the first impression. Stop putting too much thought into an ad. Taking days, even weeks to decide if an ad designed to be experienced in a matter of seconds works might be the wrong approach. Judge ads the way they are suppose to work in the real world.

Discover the latest updates in the constantly changing world of advertising in our recent article linked below providing valuable insights on recent news and trends in advertising, along with the top resources to follow for staying well-informed and up to date. #TXADPR #AdWorldUpdates