Lots has been written on the increasing difficulties for advertisers in getting our attention**. When media choices were fewer, before we were glued to our smartphones, before TV streaming and ad skipping and ad blocking, it was all arguably somewhat easier for advertisers to get across what they wanted to tell us.
Ipsos own data illustrates clearly that in the Nordics (as other European markets) there has been a decline in average levels of recognition of TV/ video ads in recent years given similar levels of spend. We still see that TV/ video typically has the greatest potential of any media to achieve broad reach but capturing people’s attention is getting harder. Hardly surprising if we stop to reflect on how our own behaviour has changed in recent years.
But alongside the difficulties in getting our attention lies another persistent problem for advertisers - that of making sure we know and remember who the advertising is for. A problem whatever media or format of advertising.
We know it’s a persistent problem because we see the problem time and again in our work evaluating and developing advertising for our clients.
So how to ensure your ad is well branded?
We can think of there being two types of branding: genuine or integral branding and what we might call more mechanical branding.
By genuine branding we mean ads where the brand is so integral to the story, you cannot remember the ad without knowing who it’s for - It is a story about the brand. See this great ad for Burger King’s Whopper run during the recent UK election for example – it couldn’t be for anything else
By mechanical branding we mean ensuring people remember who the ad is for through the use of brand name, logo, colours, jingles, devices or other distinctive brand assets in the ad.
If a brand owns a strong enough advertising idea, think Carlsberg’s Probably the best .. for example, or ICA Stig and his colleagues then the idea itself is a branding device.
But campaigns like these aren’t established overnight. They take a great idea and consistent support over years to establish the kind of equity these two examples hold.
So if you’re looking to establish a new campaign, then it makes sense to use all the assets and branding cues at your disposal to help ensure that people know who the ad is for from the beginning.
Amazon’s Christmas ad from the UK is a great example of an ad that not only tells a story that integrates the brand within it but also one that cleverly uses branding cues such as the smiling logo on the parcels and staff uniform throughout. It makes it almost impossible to not know who the ad is for. The fact that they also tell a heartwarming story with great casting and great music doesn’t do any harm either.
To ensure you gain attention for your brand:
- Look for ideas that make your brand integral in the story - Make it an ad or campaign about your brand.
- Particularly if you are looking to establish a new campaign, use your brand’s most distinctive assets within the ad to help ensure people know it’s your ad.
- Be consistent. The best campaigns aren’t established overnight. If you find an idea that works and that has the potential to be used in different ways, stick with it.
* there is a school of thought that suggests that some effects from advertising are processed unconsciously but experience suggests that we tend not to see impact on brand if people don’t either notice your advertising or know who it is for
** Ipsos Global Trends Article: The battle for attention
[EVENT] Europe launch of Global Business Influencers 2018
September 25 - Global Business Influencers make business decisions worth trillions of dollars and wield significant power when it comes to deciding how to manage and spend their personal wealth, representing the key to profitability for many industries, including B2B, finance, luxury, travel and others.