The triple opportunity of attention

In today’s fast-paced business environment, advertising remains a potent tool for C-suite executives.

Insights from “The Triple Opportunity of Attention” (2023) report by Peter Field, Karen Nelson-Field, Orlando Wood and Rob Brittain, highlight the importance of creativity in advertising and how leveraging its potential is crucial for driving growth and ensuring long-term success.

Commissioned by Advertising Council Australia, Worldwide Advertising Research Centre (WARC), System 1 and Amplified Intelligence, the report reveals a critical shift in advertising effectiveness. Traditional short-term performance advertising and low-attention platforms have reduced the impact of advertising investments.

However, by emphasising high-quality creative content and selecting high-attention media platforms, businesses can achieve remarkable results.

Key findings indicate increased active attention seconds significantly enhance customer acquisition, brand profit growth and market share. High-attention media platforms, combined with compelling creative, can boost business effects by up to 65 percent.

The takeaway is clear: invest in creativity and choose platforms wisely.

Actionable steps for business leaders:

1. Invest in high-quality creative: Collaborate with top agencies to develop compelling, emotive content that captures attention and drives engagement.
2. Optimise media mix: Focus on high-attention platforms where your content can have the most significant impact, tailoring campaigns to each platform’s unique characteristics.
3. Embrace emotional storytelling: Use narratives that evoke positive emotions and resonate with your audience, building lasting mental availability and keeping your brand top-of-mind.
4. Integrate advertising into corporate strategy: Make advertising a core component of your strategy to communicate corporate values, engage on social and environmental issues, and support broader objectives.
5. Foster innovation: Stay ahead of market trends by experimenting with new formats and technologies, encouraging continuous learning within your marketing teams.

Rethinking and measuring the effectiveness of your advertising strategies, with a focus on great creative content and the right channels, is crucial for the future success and longevity of your brand.

*References:- Field, P., Nelson-Field, K., Wood, O., & Brittain, R. (2023). “The Triple Opportunity of Attention”.