Nice to be quoted in Washington State Magazine’s article: Attention!
Excerpt:
Now That I Have Your Attention
Laura Sample ’89 runs a Yakima advertising firm called Attention Marketing and uses many of the latest tools and techniques to be seen and heard: websites, TV commercials, social media. She knows a bit about giving and getting attention and appreciates an ad that, Sesame Street-style, moves fast between edits.
“Two seconds is about right,” she says. “It’s about the attention span of adults today.”
But it could be that the fast-moving stream of media images and ideas can only do so much to get its point across, even when it does catch our eyes and ears…
After reading this article I spent some time studying a national advertiser that does a good job of getting attention, keeping attention, and communicating their message. I watched their four most popular ads and timed the cuts. They averaged 1.6 seconds per scene. As soon as I tell you the name of the company you will recall their message because it’s so simple and repeated so often. Southwest Airlines. What’s the message?
