Podcast: Creative impact in the attention economy

Advertising legend William Bernbach once said: “If your advertising goes unnoticed, everything else is academic”.

But getting noticed and punching through the noise requires harder work today than ever before. The average person gets exposed to between 6,000 to 10,000 ads per day, which means that digital advertising has turned into a battle for attention. And if you as a brand don't end up among the frontrunners of this battle, it's highly unlikely that your company will grow and win market share.

So how do you capture and hold attention? Well, you put more emphasis on the creative.

 

According to Google, the creative is by far the biggest driver of sales from online advertising. In fact, the creative stands for 70% of the sales contribution. Sadly, as an effect of the rise of new technology, data and algorithms, we as an industry have placed creativity in the back seat.

 

"We put so much work in the planning and buying stage of a campaign, that we almost end up forgetting about the creative", says Adnami's CEO Simon Kvist Gaulshøj in The Six Sells Podcast. "[...] For example, when you choose to tap into high impact, you have to remember to follow up with great creative. If you would do a cinema or tv ad, you would invest more in the creative. When you have the full screen, you don't just put an image, your logo and a cta there".

To learn more about the creative impact in the attention economy, and the advantage creativity has for brands, check out the podcast below with Adnami's Simon Kvist Gaulshøj and host Mike Nicholson.

The Six Sells Podcast: Creative Impact in the Attention Economy

Listen to the full podcast episode below.>
 
(The podcast is also available on Apple, Google and Spotify. Just search for "The Six Sells Podcast").

Further reading

... and for inspiration from real-life examples: Check out our Ad Experience Centre.