I came across this video by chance and I adore it, and if you are in marketing you probably will find it relatable too. “Make the logo bigger” presumably performs highest in any chart of most heard sentences in communication agency feedback sessions. I am guilty of using it several times during my career, but there is an element of truth, as always, with a marketing meme. And that truth sits comfortably somewhere in the middle of the two extremes: on one end, an ad that shows your logo as big as the entire screen, and on the other end of the spectrum, a sixty seconds movie that forgets to introduce your brand.
As guardians of our brands, we think it is our role to mark our territory, to clarify that this is not a piece of art, and this is our brand message. And we are almost right to do so. Anyone exposed to advertising is by now aware they are watching a brand message—no need to take your customer as a fool. Anywhere those ads are seen: in Social news feeds, on out of home panels, or on TV screens, our audience knows they are watching advertising. We probably need to admit to ourselves we are producing ads preferably with our brand well integrated.
The absence of branding is a decisive factor for failures in advertising, but the opposite isn’t always true. Merely showing the brand is not enough. There is no magic formula, but there are lots of approaches that can marginally increase your chances of success. Try them all and measure their impact on your brand. Here are 3 example, I found useful: integrating the product (with the brand visible) in your story as hero, showing your brand distinctive characteristics early and often, or even generating digital traffic through a call to action. This is how you can make your brand bigger without necessarily increasing the font. And when all seems lost, and you don’t have any other idea, watch the video above and sing along: “Make the logo bigger.”
Ad skipping is a generalized behavior every marketer should be conscious of. The river flows downstream, the hot air rises from the ground, and viewers will be avoiding ads. It’s the new normal in Adlandia. Please don’t ignore the majority. But in some cases, people decide to watch, to engage, to be entertained. Why is it so?
Last week, I wrote a mini-successful piece on why people skip ads, successful relative to my young blog standards. An intriguing comment received on LinkedIn challenged me to write about the opposite and interesting behavior: why people DON’T skip ads.
Here are 3 reasons why:
Because you’ve entertained them – advertising always claimed to be a form of entertainment, but this positioning might be more relevant today. We want to run away from the neverending news cycle, the worries and anxiety of the times. We want a quick snack of fun. But we don’t have hours anymore. In the past, we could dedicate a full evening of uninterrupted viewing to a movie. Today we’ve replaced that undivided attention with a split between our streaming and social media platforms. How powerful is the following example of a 6 second ad. There is almost zero need to mention the cause advertising
Because you’ve elicited emotions, preferably positive ones – we love a good story, and examples of good stories delivered in 6 seconds or less exist (anyone thinking about Print or Out of Home here?). In Online Video, a fabulous example I have is from our brand Sheba. Does it not leave a smile on your face?
Because they are not in front of the screen anymore – I know, it’s an inconvenient truth. People don’t necessarily skip by clicking the skip button; they can move their eyes and attention to a different direction: to another device, to another person, to anywhere else than your wonderful creation. It is not an omnipresent behavior, but still a growing one, fueled by our craving to dedicate our energy to multiple screen devices at a time.