In a 2017 event, ad legend Dave Trott said, ‘The problem with advertising is that every year in the UK, £20.3 billion is spent on all forms of advertising. Of that, 4% is remembered positively, 7% is remembered negatively and 89% of ads are not remembered at all’. A 2016 article said, ‘only 9% of digital ads are viewed for more than a second’. The industry is coping with...
With many brands suspending regular ad campaigns, I have not had rich pickings with creative ads this week, unlike in the past. Nevertheless, breaking through the clutter to be noticed is the first criteria of effectiveness for any ad. Lloyds Bank: Notes Television and now by extension, web film, is an audio-visual medium. Some say that if an ad can effectively get through the message with the...
Every week, I attempt to compile a list of select creative ads with caught my attention. Getting noticed amidst clutter of media noise is a big deal – in fact the only metric that truly matters in advertising, as everything else is academic if the ad is just ignored. Here are a few which caught my eye the week ending May 9, 2020: Mint Mobile: New ManageMint Ryan Reynolds’ creative...
With the uncertainty surrounding the COVID-19 pandemic, many marketers have turned cautious in their advertising spends. Given the lockdowns, production of new advertising creatives – at least on the scale prior to this health crisis has come to a standstill. Brands have resorted to tactical ads which link back to their thematic claim, with messaging urging people to stay at home. In this...
Of late, several brands have created campaigns in the context of the COVID-19 pandemic. A lot of articles and webinars are also focusing on guidelines for marketing & communications during COVID-19. But past branding investments have a role to play.
Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.