Erik du Plessis
too much attention 2
If you landed on this page because you were at my page 'Too Much Attention' then read on.
If you landed here from any other page, then go to the page 'Too Much Attention'
If you landed here from any other page, then go to the page 'Too Much Attention'
Having counted the number of passes, the question is: 'What was the colour of the Gorillas suit?"
About 60% of people that view the video do not see the gorilla!
Innitially I believed that when this is shown on a big screen conference everybody will see the gorilla, I found that the bigger the audience, and the more involved I can get them on giving attention to the counting exercise the fewer see the gorilla.
Is this just another optical illusion that has little to do with advertising?
No.
In our ADTRACK system we find that nearly half the people that recognise an advertisement do not know for which brand it was, and when they guess they ascribe it to the brandleader.
Probably the biggest cause for advertising budgets being wasted is due to advertisements not having 'Brand Linkage'.
Doubtlessly in many cases the problem is exactly what happens with the 'count the balls' example - too much attention is given to an aspect of the commercial, to the extent that the brand linkage is not made.
The real problem is that, unlike advertisements that lack creativity and therefor gets too little attention, thse commercials are so creative that the brand-lankage suffer.
We call these 'visual vampires'.
It is really sad when this happens. Too much creativity that inadvertently makes for a poor advertisement. It is really difficult to find a solution to this problem when it happens.
The answer is to make the brand an integral part of the advertisement, not just have a great advertisement which then has the brand attached as an afterthought. This can unfortunately only be done before making the advertisement rather than fixing the problem subsequently.
About 60% of people that view the video do not see the gorilla!
Innitially I believed that when this is shown on a big screen conference everybody will see the gorilla, I found that the bigger the audience, and the more involved I can get them on giving attention to the counting exercise the fewer see the gorilla.
Is this just another optical illusion that has little to do with advertising?
No.
In our ADTRACK system we find that nearly half the people that recognise an advertisement do not know for which brand it was, and when they guess they ascribe it to the brandleader.
Probably the biggest cause for advertising budgets being wasted is due to advertisements not having 'Brand Linkage'.
Doubtlessly in many cases the problem is exactly what happens with the 'count the balls' example - too much attention is given to an aspect of the commercial, to the extent that the brand linkage is not made.
The real problem is that, unlike advertisements that lack creativity and therefor gets too little attention, thse commercials are so creative that the brand-lankage suffer.
We call these 'visual vampires'.
It is really sad when this happens. Too much creativity that inadvertently makes for a poor advertisement. It is really difficult to find a solution to this problem when it happens.
The answer is to make the brand an integral part of the advertisement, not just have a great advertisement which then has the brand attached as an afterthought. This can unfortunately only be done before making the advertisement rather than fixing the problem subsequently.
