From Noise to Noteworthy

In today's increasingly crowded and fragmented media landscape, brands are faced with the crucial challenge of capturing consumers' attention. 

Our Ipsos Views paper, From Noise to Noteworthy, discusses the concept of “memorable attention” – the ability of brands to not only capture attention effectively but also ensure retention and brand recognition. Without memorable attention, advertising campaigns risk slipping by unnoticed and failing to secure the foothold in memory needed to build long-term brand perception and influence short-term actions.

Changing media dynamics

The ever-changing landscape of advertising and media presents both opportunities and challenges, which marketers must navigate to ensure their campaigns stand out and remain consistent across platforms. This is critical because ad recognition (our measurement of memorable attention) has declined over the years. In fact, advertisers now need to spend eight times more than they did in 2012 to achieve the same level of recognition. 

The challenge for advertisers is to break through the noise and clutter of today’s media landscape, not by simply demanding attention, but by earning it through creativity, branding, and media strategy.

How can brands gain memorable attention?

To achieve memorable attention, we outline three essential components: 

1. Creativity: Leverage creative content that delivers unexpected and engaging experiences that resonate on a personal level.
2. Branding: Effectively utilise distinctive brand assets such as logos, colours, and sound to reinforce brand identification.
3. Media strategy: Execute diverse, multi-channel strategies that build and amplify the campaign message to positively impact brand KPIs.

Memorable attention is vital not just for prompting immediate consumer action, but also for fostering long-term brand growth. For advertisers keen to adapt to the complex media landscape, this paper offers a roadmap for turning fleeting impressions into lasting ones that drive powerful audience engagement.