The next was a resized 31 second mobile ad that started with a product right away . The third lasted one minute and 33 seconds . The brand and product weren't that visible, there was no story arc, and viewers found themselves right in the middle of the action. What they discovered was remarkable. 26% percent The desktop framerate was exactly the same for all three cups. However, people watched more of the third cut on the mobile n on any other device - it had a view rate by 26 percent higher . And people who chose to watch did so for 50 seconds longer. Advertising Continue reading below So the big takeaway is that people are ready to engage longer on mobile.
People love brands; they just don't like being sold. Which brings us in -is back to the old adage tell, don't sell. 54% recall On top hair masking service of that, ad recall was 54 % lower for the third cut, but people still remembered the brand. Brand awareness remained the same across all three releases. So it 's safe to say that creating content that is captivating and worthy of people's time has more value n tha blatant interruption with a brand message. Additionally, a predominant number of people agree that they are more open to ads when they are tailored to their interests . Well, this is food for thought. True craftsmanship Storytelling is a way to connect with the audience on a neuroscientific level.
I decided to ask three industry experts to share their thoughts on what might be driving the emerging practice of story placement. Here is what they shared with me. Ed Fry (Community Manager, Inbound) The example that comes to mind is Airbnb. They hired a scriptwriter from Pixar to draw "frames" of each stage of a traveler's experience, and the traveler's experience, optimized that as part of their strategy, and focused on targeting the entire hotel industry, not just inflatable beds and breakfasts. Marketing must be synchronized with operations. What's the point of creating marketing around an experience so much bigger than the benefit of your own product?