We are now living in a world where if you fail to hold my attention for ten seconds (or less?), I am going to press my remote’s button to go somewhere else. If an advertisement is not relevant, I am gonna put my eyes on the newspaper and ignore you. When the first ten seconds of your presentation is boring, I would start playing angry birds in silent mode. We are living in a world of very short length of attention. This is posing a different challenge to branding and media consumption. What are those challenges actually?
The first challenge is to catch the attention of your audience and hold it with the story. Twisting, turning, warping and suspense could be the key to stand out with the message. It gets really challenging when everybody tries to do it, particularly during major events like Super Bowl or World Cup Cricket or Football. It is not the interesting story that wins, it is the “more interesting” story that cuts through the clutter.
Second, the nature of competition means that holding sufficient attention for a longer period of time would call for a strong and sustainable value proposition. What do you stand for so that you are valuable to me? Cutting through the clutter in message delivery does not guarantee victory over others when it comes to sales. Any outstanding message can result in message retention and recall, but if customers say that I love the ad but I don’t need that product—that means the communication has failed to promote “relevance” to customers. Customers have more tools in a connected world to judge a brand. Outstanding ads could definitely increase traffic to your site or store, but conversion depends on many other factors.
In a ten second world, you could either become a king quickly or die dumb biting the ground in a steep fall.