Sometimes you can go about your business, blissfully oblivious to ads around you. But notice one ad once, and then you seem to see the campaign everywhere. This ‘priming effect’ is well known in psychology literature, but formed the jumping off point for our friends at Inskin Media.
They designed a fascinating study to understand if you are more likely to notice subsequent ads if you have looked at an initial ad. The research confirmed what the scientists have been telling us: visual priming is a real, and powerful, driver of attention to advertising.
This has major implications for advertisers. It suggests that you should fight hard to get your campaign noticed initially – buying bigger or longer ads in the opening stages of a campaign – because this will have an ‘amplification effect’ on the smaller or shorter ads that you buy later. Front loading the campaign with a ‘big bang’ early multiplies the effect of subsequent ‘drips’. You can read the findings here.
We thought that the project was both fascinating and important. And guess what? So did the judges at Mediatel’s Connected Consumer Awards, the Connies. Inskin put the project up for an award, and this week is was shortlisted for an award. They are up against a bunch of other Lumen clients - for the record, we have no favourites.
So congratulations to Fran, Dom, Aditya and Caitlin at Inskin: fingers crossed!