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    Institut-Terra-naslovnica

    Instituto Terra inspires new work by Gilberto Gil

    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

  • Weekly topic
    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?

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

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    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

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    steven-farell-naslovnica-nova

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

    Pripravljeni na vse, kar sledi

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    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

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    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

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    nastja-naslovna-2-min

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    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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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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