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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Topic of the week

Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

A new research and neurological study from IPG Mediabrands Netherlands and publisher Sanoma has revealed that an ultra-short advertisement is able to convey brand, product and message much more effectively than the first few seconds of a regular spot – paving the way for new ways of storytelling online.

14/02/2020
in Featured, Topic of the week
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

The study, which builds on extensive research into the effects of short viewing behaviour, indicates that only 25% of viewers will actually absorb the message of a regular commercial online without a clear brand identifier in the opening seconds.

It also shows that, on average, 20-30″ spots on Facebook and Instagram are viewed by 39% of viewers for just 2-3 seconds.

According to Menno van der Steen, Chief Data and Tech Officer at IPG Mediabrands Netherlands and co-author of the report, this opens up a whole new playing field for creatives:

“Given that consumers will skip, ignore or swipe through forced ad formats as much as they can, we are convinced that there is a place for great advertising in ultra-short formats, and that creatives will have to redefine their thinking when it comes to effective ads and storytelling online. We already know how effective a good animated GIF, TikTok filter or boomerang is. The time has come to bring similar creative thinking into more conventional domains.”

The study, which was conducted in collaboration with neuroscientists at UnRavel Research, also involved a neurological element in which ultra-short 2″ and 6″ edits of regular video advertisements were tested using EEG and eye tracking, on brand recognition and engagement.

Two editing strategies were tested. In one version, regular video ads were edited based on “human” insight. In the second version, neurological insights were used. This resulted in two sets of ultra-short videos: human edits, where a creative team determined the most engaging and meaningful images of the longer video, and neuro-edits, based on insights from neuroscience.

With a 2-second spot:

  • 90 % of viewers recognise the product (versus 46%after the first two seconds of the original long commercial)
  • 98 % see which brand it is (versus 47%)
  • 70 % understand the message (versus 25%)

The shortcutting video study offers a number of important insights to brands and marketers:

  • A brand identifier is essential in the first 2 seconds

If a long video advert does not have a brand (or product) identifier in the first 2 seconds, the effect is that with inevitable short exposure, more than 90% of people will have no idea what it is about.

  • Neuro-Insight Helps to Make the Right Choice when Editing

Interpreting neuroscientific research is challenging to say the least. The neuro-edit leads to the highest product and brand recognition for both the 2 and 6-second spots. This is probably because the neuro data easily designates the most optimal brand identifier.

  • Brands can also be built with Short Advertisements

Although short commercials score relatively lower on classic measures of advertising valuation such as originality, fun, and recognition, we actually see higher levels of attention and attraction in the brain. This is also reflected in the highest score on brand recognition for the 2-second ads.

“In short,” van der Steen concludes, “the 2-second video is not the ultimate means to convey a complex message, but it is certainly an effective way of grabbing attention and making a mark in a consumer’s mind.”

IPG Mediabrands, whose local agency in the Netherlands has conducted this research with partners, is a global network of UM and Initiative agencies operating in the Southeast European region as part of I&F Group.

Tags: I&F GroupMcCannUnited media
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