First second strategy
A lot of marketers believe there is a linear relationship of time, attention and impact and it is 7 times harder to get people’s attention today compared with 20 years ago.
MMA, mobile marketing association, in EMEA did a study to understand the exposure time needed to get an impact on an ad. They tested how much time an ad need to stay on the screen to trigger attention and cognition.
The neuroscience and eye tracking test included male and female users of various platforms and the results showed that the human brain needs less than ½ second to engage with mobile advertising to trigger a reaction. Ads in a mobile feed environment get attention faster and trigger a stronger cognition compared to desktop. Of course well known brand convert attention to a stronger and cognitive response – but there was no difference in terms of when ads get attention.
What the test also showed was that video ads generate stronger emotional response earlier than a static photo. This study shows that it is going to be crucial to have a 1 second strategy and learn which impressions works for you by having a testing mindset. Here’s a checklist to use:
- Color and contrast matter. Make conscious decisions
- “Pre-test” attention, salience and complexity
- Use people and faces (if it aligns with the content)
- If relevant trigger primary needs
- Add motion – even if the static picture is easily consumed
- Make the first frames of a video count
- Adjust for platform complexity
- Adjust for brand familiarity/likeability