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What makes a successful spot?
Most viewers will watch a commercial once, but all truly
effective advertising requires some degree of repetition to
sink in. You don’t achieve “repetition” of
the message merely by buying more media time, because if folks
aren’t paying attention, what’s the point? For a
popular song in any format to warrant continued airplay, it’s
got to have a certain infectious “hook” that listeners
just plain want to hear again and again. The same is absolutely
true of television ads. The very best spots incorporate some
kind of critical “hook” (ie. a memorable humorous
moment, a striking visual, a startling surprise, etc.) that
triggers the viewer’s interest and inclination to perk
up and pay attention the next time that particular commercial
appears on their screen. When a viewer and potential listener
is actually willing to give you their repeated attention,
that’s when your message has a real opportunity to get
saved to that individual’s cranial hard drive. That’s
what makes for effective advertising. We know how to incorporate
the genuine “hooks” that grab viewers’ attention,
making them “want” to watch your ad again the next
time. That’s the kind of memorable interest and curiosity
that translates into tangible ratings results.
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