Simply does it better for ads

The finding that elaborately animated and video-heavy ads make little impact on consumers (Subtle animated outdoor ads are most effective, MarketingWeek.co. uk 12 May) confirms the justifiably well-worn phrase “less is more”.

Research we recently carried out into digital out-of-home partly supported the Kinetic/Clear Channel study, with over a quarter of respondents saying that some movement or animation was the most important factor in capturing their attention. However, even more – 35% – said relevance was the most effective asset.

These studies demonstrate that the most effective ads will be subtly animated, beautifully simple and as relevant as possible, whether to the target demographic, the time of day, or the location of the screen.

Flash isn’t everything and, as both studies have shown, digital screens shouldn’t be treated as if they were televisions.

Sarah Christmas, atmAd

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