{"id":78033,"date":"2019-10-03T12:00:28","date_gmt":"2019-10-03T16:00:28","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/how-to-build-an-ad-that-grabs-attention-in-2-seconds-or-less\/"},"modified":"2023-09-14T05:41:33","modified_gmt":"2023-09-14T09:41:33","slug":"how-to-build-an-ad-that-grabs-attention-in-2-seconds-or-less","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/marketing-strategy\/how-to-build-an-ad-that-grabs-attention-in-2-seconds-or-less\/","title":{"rendered":"How to Build an Ad That Grabs Attention in 2 Seconds or Less"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">There\u2019s a war brewing on our televisions. It\u2019s not a climactic battle from \u201cGame of Thrones,\u201d but one between <\/span><a href=\"https:\/\/www.thedrum.com\/opinion\/2019\/05\/21\/stream-wars-can-netflix-survive-the-disney-juggernaut\"><span style=\"font-weight: 400;\">the companies providing the content<\/span><\/a><span style=\"font-weight: 400;\">. Streaming platforms from Disney, Apple, NBC, CBS, and HBO, among others, strive to plant a flag on the mountain that Netflix once peaked.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And how will this battle be fought? With more and more competitors entering the fray, the essential strategy lies in capturing consumers\u2019 attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same is true for competition in any industry or market. After all, there\u2019s no sense in trying to build customer loyalty \u2014 or even attempting a sale \u2014 if no one is looking. The first step is always to turn eyes toward your business.<\/span><\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Marketers are constantly complaining of waning attention spans, but have themselves to blame for incessant push marketing. Worse, there are few things that intrigue customers, thanks to information overload.<\/em><\/li>\n<li><em>You can influence customers by grabbing their attention for as little as two seconds.<\/em><\/li>\n<li><em>The nature of your target audience is changing. Your messaging needs to change accordingly.<\/em><\/li>\n<li><em>Offer future value if you want to build a loyal customer base.<\/em><\/li>\n<\/ul>\n<h2>The Attention Economy<\/h2>\n<p><span style=\"font-weight: 400;\">Customer attention is finite and fleeting. It\u2019s difficult to capture and even harder to keep.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With customer interactions occurring increasingly on the internet, the amount of time that brands have to capture attention in an advertisement is incredibly small. The average <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-optimize-facebook-ads-for-leads\/\">ad on Facebook<\/a> is <\/span><a href=\"https:\/\/www.facebook.com\/business\/news\/insights\/capturing-attention-feed-video-creative\"><span style=\"font-weight: 400;\">viewed for only 2.5 seconds<\/span><\/a><span style=\"font-weight: 400;\"> by desktop users. On mobile, that number drops to a mere 1.7 seconds.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A fair number of companies try to work around this by gaming the system, from using unskippable ads to deploying frequent, unnecessary notifications on mobile apps. But these methods only cause consumers to change their behavior in an effort to avoid intrusive advertising. They delete apps, develop \u201c<\/span><a href=\"https:\/\/www.nngroup.com\/articles\/banner-blindness-old-and-new-findings\/\"><span style=\"font-weight: 400;\">banner blindness<\/span><\/a><span style=\"font-weight: 400;\">,\u201d and focus more on finding an escape than engaging with the ad in front of them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBrands often want to be all things to all people, and in our age of fractured attention, vague messaging is easy to scroll past without a second thought,\u201d <\/span><a href=\"https:\/\/www.chiefmarketer.com\/calculating-long-term-customer-value-in-the-age-of-short-attention-spans\/\"><span style=\"font-weight: 400;\">notes<\/span><\/a><span style=\"font-weight: 400;\"> Hamish McCollester, senior vice president and group creative director for RAPP LA. \u201cThis means that great creative is more important than ever, as it takes skill and ingenuity to articulate a brand\u2019s story and tell it compellingly in the blink of an eye.\u201d<\/span><\/p>\n<h2>The Instant Spark<span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your best option is to distill your business\u2019s pitch into a single, clear message. It\u2019s a tough task, but it\u2019s what our new attention economy requires.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although capturing consumer attention may seem difficult, it\u2019s not impossible. In fact, even <\/span><a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/how_to_capitalise_on_low_attention\/42581\"><span style=\"font-weight: 400;\">low amounts of attention bring returns for a brand<\/span><\/a><span style=\"font-weight: 400;\">. You really just have to get a consumer from pre-attention to low attention. According to Nielsen research, even<\/span> <a href=\"https:\/\/www.adweek.com\/brand-marketing\/how-brands-can-still-win-over-customers-as-attention-spans-decrease-on-social\/\"><span style=\"font-weight: 400;\">2 seconds of attention<\/span><\/a><span style=\"font-weight: 400;\"> can increase recall, raise brand awareness, and inspire purchase intent. Good thing marketers have 2.5 seconds to work with!<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do you perform that distillation and craft a message that can inspire and draw consumers in a flash? These few steps will get you started:<\/span><\/p>\n<h3><b>1. Rethink your target.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You won\u2019t catch and keep attention if your messages are irrelevant to viewers. It\u2019s possible that your messaging is going to the wrong eyes while sending signals that would put off your most valuable demographics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Women over 40, for example, often feel <\/span><a href=\"https:\/\/www.adweek.com\/agencies\/brands-continue-to-overlook-women-over-40-as-a-group-worth-marketing-to\/\"><span style=\"font-weight: 400;\">both overlooked and misunderstood<\/span><\/a><span style=\"font-weight: 400;\"> by brands and advertisers. Despite having major influence over household spending, this market segment is frequently targeted by ads for de-aging makeup and wrinkle reducers \u2014 and little else. This could be due to a lack of representation in marketing teams, as well as a fundamental misunderstanding by brands.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-644309\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/women.jpg\"  alt=\"Women\" width=\"510\" height=\"680\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Sparkling Ice is one brand that\u2019s bucking the trend and <\/span><a href=\"https:\/\/www.chiefmarketer.com\/sparkling-ice-finds-new-success-in-segmenting-consumers\/\"><span style=\"font-weight: 400;\">looking more closely at its potential customer base<\/span><\/a><span style=\"font-weight: 400;\">. By testing and studying shopper behavior, the company made connections between who was buying its product and what other services or lifestyle choices were on their minds. This led Sparkling Ice to target groups such as women on the Weight Watchers program or those pursuing the popular keto diet \u2014 specific, nuanced demographics that would be likely to appreciate the company\u2019s message.<\/span><\/p>\n<h3><b>2. Engage emotions.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The most engaged and loyal customers are those who develop an emotional connection with a brand. According to Harvard Business Review, these emotionally connected customers have about <\/span><a href=\"https:\/\/hbr.org\/2016\/08\/an-emotional-connection-matters-more-than-customer-satisfaction\"><span style=\"font-weight: 400;\">twice the value to brands<\/span><\/a><span style=\"font-weight: 400;\"> compared to customers who are simply satisfied with their purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why can\u2019t this same emotional connection help an ad grab audience members\u2019 attention?<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Halo Top has managed it. While much of the company\u2019s growth has come from word-of-mouth influence, the minimal advertising that got the ball rolling had a <\/span><a href=\"https:\/\/www.adweek.com\/brand-marketing\/challenger-brands-are-winning-at-instilling-loyalty-among-consumers\/\"><span style=\"font-weight: 400;\">decidedly emotional through-line<\/span><\/a><span style=\"font-weight: 400;\">. The ice cream company\u2019s ads contain a comical, yet heart-tugging, take on eating as a respite from the pain of adulthood, a topic that resonates deeply with its Millennial target audience.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>https:\/\/www.youtube.com\/watch?v=88UfqoPLJcI<\/p>\n<h3><b>3. Offer future value.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Loyalty programs are often viewed simply as a way to keep current customers coming back, but they can also bring in new customers. Most importantly, they encourage customers to share data with a company and tell friends and family about the brand, according to Prizelogic&#8217;s \u201c<\/span><a href=\"https:\/\/go.prizelogic.com\/l\/471601\/2019-01-08\/2296l\"><span style=\"font-weight: 400;\">Incentivized Engagement Report<\/span><\/a>.<span style=\"font-weight: 400;\">\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The data companies receive from those loyalty programs can help them build more accurate customer profiles. In turn, this helps them create better, more targeted ads. Ulta Beauty, which has a loyalty program with <\/span><a href=\"https:\/\/www.forbes.com\/sites\/walterloeb\/2019\/03\/18\/why-ulta-beauty-wins-customers-and-keeps-growing-rapidly\/#706dcc3a664a\"><span style=\"font-weight: 400;\">more than 31 million active users<\/span><\/a><span style=\"font-weight: 400;\">, reached $6.7 billion of revenue in 2018. That represented a 14 percent increase from the year before. The data Ulta gleaned from existing customers improved the quality of its ad game;<\/span><span style=\"font-weight: 400;\"> the regular additions of new perks kept the word-of-mouth conversations going.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-644310\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/ulta.jpg\"  alt=\"Ulta\" width=\"320\" height=\"583\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Attention spans aren\u2019t waning. It\u2019s just that there\u2019s more out there \u2014 more shows, more news, and more brands \u2014 vying for our attention. Rise above the noise with a clear message and an emotional connection to the right audience, and you\u2019ll capture the attention you need.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a war brewing on our televisions. It\u2019s not a climactic battle from \u201cGame of Thrones,\u201d but one between the companies providing the content. Streaming platforms from Disney, Apple, NBC, CBS, and HBO, among others, strive to plant a flag on the mountain that Netflix once peaked. And how will this battle be fought? With [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":78037,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-78033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Build an Ad That Grabs Attention in 2 Seconds or Less - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Targeting. Emotions. Value. 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