Silent Advertisement!! Can it break the clutter?
An IPL T20 Cricket match lasts 210 minutes and in between these 210 minutes, the viewer is exposed to approximately 1080 seconds i.e. 18 minutes of advertisements. If you consider the average ad time to be 20 seconds, then you will be exposed to 54 advertisements only.
In spite of so less number of ads, can you tell me the various ads you viewed?
I bet that apart from the Vodafone Ads, you will not remember too many of the other ads.
What is the reason for it?? Had it been a clutter of Ads then it would have been understandable but out of just 54 ads??
The reason is, the Ads cannot attract the attention of the viewer and even if they do, they cannot hold it till the end of the ad. Copywriters are continuously striving to unravel the secret as to what is it that attracts the viewers’ attention. The ads do not have a Recall value nor is the ad useful in either Informing or Convincing or Reminding or Reinforcing the prospect about the product/ service. What can be done so that the prospect sits up and takes notice?
In a TV ad, both, the Visual and Aural stimuli are stimulated and people have got immune to these stimuli to a certain extent. How about an Ad on TV which stimulates just the Visual aspect? i.e. no sound when the Ad is being telecast.
Imagine the prospect watching TV and suddenly the Sound goes off but the TV is On. Will he not suddenly look for the remote to check for the volume? When he finds that it is perfectly alright, will he not be interested in what is being played? In this way, the ad has been able to break the clutter and differentiate it among different ads and most importantly, it has become successful in catching the attention of the viewer.
After this stage, it is upto the ‘creative copy’ of the ad which can take it further and hold the prospect captive till the end of the ad.
An option could be to make the character in the ad speak through sign language or through his expressions which will make the customer try to understand what is being shown. Sheer Inquisitiveness will get the better of him and make him look at the ad.
To avoid monotony once the ad has been understood, and to continuously engage the viewer, multiple ads can be used at certain frequent intervals.
With the type of ads currently aired, this experiment would be a risk worth taking.
This has been tried in case of Reliance Power IPO. It was relevent and IPO was unprecedently oversubscribed. But what happened therafter. Market went down eversince its listing. Corporates don't want that thing to happen again. Silent or Blank Screen ads are ill omen.
ReplyDeletei suppose you r attributing the result to a wrong cause...the Reliance IPO wasnt oversubscribed due to the Advertisement impact. it was oversubscribed since it came from the Reliance stable which is known to give very good returns to the shareholders.... the Ad dint have much of a part in the success of the IPO.... And i also think it isnt a very prudent idea to bring superstition in Business... Markets went down due to the global impact and not due to a bad omen... I am afraid but i have a slightly different view on superstition... as a marketer you shud understand consumer behaviour and try to use it to your success but you shouldnt yourself fall for it...
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