Uncensored CMO The triple threat to creative effectiveness - Peter Field, Orlando Wood, Karen Nelson-Field (Live from Cannes)
Jun 22, 2022
23:43
For the 50th episode of Uncensored CMO, I'm live in Cannes to talk about the triple threat to creative effectiveness. Why effectiveness has been declining over the years, how attention has impacted mental availability and what we can do about it. Fresh off the stage at Cannes Lions 2022, Peter Field, Orlando Wood and Karen Nelson-Field talk us through what they're calling Triple Jeopardy.
From Peter Field himself: "Triple Jeopardy is three things: the withdrawal of money from brand and putting it into performance marketing and the short-term on a massive scale. That has drained the mental availability fuel supply, if you like"
What we covered in this episode
- Karen, Peter and Orlando's triple jeopardy Cannes panel
- How effectiveness has progressively declined throughout the years
- What's causing the decline? Is it a focus on short term activation vs long term brand building?
- Why are you calling this triple jeopardy?
- Why short term activation is damaging mental availability
- Measuring inwards vs outward
- Why we need to change attention metrics
- Active vs passive attention
- 85% of ads sit below the attention memory threshold
- Viewablity metrics are failing us
- How the elasticity of attention varies
- So how do we solve this? How do we sustain attention?
- Why we need more right-brained features in advertising
- What captures attention?
- Are you paying attention to this very message on this podcast? (and in these show notes?)