An interesting article over at the NY Times today regarding the use of Neuroscience to better understand consumers' true reactions to advertising. Mostly a lot of the same old stuff, if you've been following fMRI articles for the last year...but one item did catch my attention.
The study quoted tested Effie winners versus Cannes winners -- an interesting dichotomy I think. While each group did well in different areas two striking similarities emerged.
Fifteen of the 19 Cannes and Effie winners engaged consumers faster than average spots, Ms. Moses said. “Typically, a spot engages with viewers in 5 to 7 seconds. The Cannes and Effie ads engaged, whether emotionally or cognitively, in 1.5 seconds.”
Given the short attention span, Tivo world we live in, I find this one insight compelling and scary. To think we advertising folks have less than 2 seconds to engage a consumer and convince them to give us another 28 seconds is frightening and really makes you stop and think the next time you're reviewing that great tv idea.