On Strategy Showcase Adam Morgan on the cost of dull advertising
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May 5, 2024 Adam Morgan, expert in advertising, discusses the cost of producing dull advertising. The podcast explores the impact of dull marketing on brands, strategies for improvement, and the importance of creating engaging campaigns. It highlights the drawbacks of cognitive overload and the need for creativity and uniqueness in marketing campaigns to avoid high costs.
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Advertising Quality Stagnation
- Advertising quality has not improved since the 1960s despite smarter people working in the industry.
- Consumers have become more demanding and able to ignore ads, worsening the impact of dull advertising.
Defining Dull vs Interesting Ads
- Dull ads are defined as those which evoke no emotional response and tend to be rational and informational.
- Interesting ads emotionally engage viewers and generate stronger reactions, making them more impactful.
Dull Ads Cost More Money
- Dull campaigns can perform as well as interesting ones but require significantly more spending.
- In the UK, dull campaigns need an extra £10 million and in the US, the less interesting ads would require an extra $24 billion collectively to equal the impact of interesting ads.