\n
When we\u2019re all swiping, scrolling and skipping, attention becomes a critical commodity. But now VCCP has some good news for marketers: you don\u2019t actually need people to stop and stare at your ad, because just 1.5 seconds of attention will do the job, as long as you have a distinctive brand asset in the mix.<\/p>\n
New global research from VCCP claims that brands who don\u2019t have a distinctive visual brand are wasting as much as 66p in every \u00a31 they spend on digital ads. Even the best assets, however, will only perform if creative and media planning work together to bring brand execution in line with platform behaviour.<\/p>\n
![\"\"](\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-15-at-17.51.21.png\")
<\/p>\n
The research, conducted with Dr Karen Nelson-Field, tested video ads from eight VCCP brands: O2, Cadbury, Domino\u2019s, Old El Paso, easyJet, Sage, Bulldog and White Claw. \u00a0Together they tracked 20,000 views of 72 digital video ads, and found that well-branded assets were 2.5 times more effective than weak ones. (It doesn\u2019t say which were strong vs weak.)<\/p>\n
VCCP has come up with some practical recommendations for brands :1. Know your assets; 2. Balance storytelling with high-reach executions; 3. Make media and creative decisions together; 4. Count the seconds; 5. Boardroom-proof your brand with assets that work in digital.<\/p>\n
Dr Karen Nelson-Field, founder of Amplified, said: \u201cBrands are too often focused on the time their ad is in view, but it\u2019s the time that it is actually viewed \u2013 active attention \u2013 that matters. This study is the first to prove that just 1.5 seconds of genuine attention is enough to encode memory in a real-world digital feed. The good news is, with intelligent asset deployment, you can drive outcomes even in 1.5 seconds. That\u2019s not about doing more, it\u2019s about doing better.\u201d<\/p>\n
James Shoreland, CEO of VCCP Media, said: \u201cMarketers are rightly focused on media efficiency, but we\u2019re seeing billions in creative inefficiency go unchecked. This report proves that creative and media effectiveness are two sides of the same coin \u2013 and attention is the currency which connects them.\u00a0\u00a0Our findings don\u2019t just quantify the impact of integrated thinking\u2014they point to a new paradigm for media planning and buying.\u201d<\/p>\n
It\u2019s convenient for VCCP\u2019s media arm to promote the idea that media and creative work best when planned together, but it makes sense. Perhaps the old analogue clients who were stubbonly attached to the pack shot were right all along.<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"
When we\u2019re all swiping, scrolling and skipping, attention becomes a critical commodity. But now VCCP has some good news for marketers: you don\u2019t actually need people to stop and stare at your ad, because just 1.5 seconds of attention will do the job, as long as you have a distinctive brand asset in the mix. […]<\/p>\n","protected":false},"author":1,"featured_media":245378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[13829,7686,1231,56828],"dealstore":[],"offerexpiration":[],"class_list":["post-245377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-brands","tag-seconds","tag-time","tag-vccp"],"yoast_head":"\n
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