1st Second i.e First 30 Frames Are The Most Critical in a Video Campaign
Some advertisers often focus on longer advertising to create convincing storylines while hurrying for solutions to a limited attention span. The logic is, a more comprehensive and long narrative strengthens a complex brand proposition. If a marketer is of the opinion that “people need to watch the full commercial ad as it was created” then they need to rethink as the full story is worthless if people turn away in the first second.
4/10th of a second
Research on how the human brain reacts to digital ads, especially a mobile advertisement, shows that the majority (67 %) of ads are seen and processed in just 4/10th of a second (i.e. 400 milliseconds). Furthermore, audiences experience initial inclinations of attraction and repulsion within the same time frame— and reject ads faster than they accept. This is especially true of video ads
To determine how soon an ad registers in the brain, in one of the research conducted by leading ad research agency measured the brain activity of nearly 1,000 people. They gauged brain activity at 20 milliseconds (two-hundredths of a second) intervals, tracking both attention and cognition—the processing of information and approach or avoidance. Then they measured participants’ responses to the first 3 seconds of ads that had proven effective, or ineffective, via other brand research measurement methods. They found that the overwhelming majority of ads that failed began to alienate viewers well before the first second had elapsed. Consequently, marketers need to shift their focus towards the mental attention of the consumer. Standards don't control that; customers unconsciously accept or reject it.
Why 1st Second Strategy?
We have to turn the brand-story arc on its head to gain attention Marketers need to have a first-second strategy. Media content such as video becomes a more creative and scientific practice, with a first-second strategy The real answer lies in millions of years of human evolution has created a number of automatic shortcuts in the human brain and as a result a common response to some stimuli. Until we recognize a picture as a concept we react to colors and shapes. In the original distortion, the stopping force of an ad occurs. We react emotionally more quickly to a moving image than a static one, and a glimpse of motion can increase the recognition of a static ad.
Images of people, or parts respectively, automatically grab our attention. Human minds also have developed the ability to more quickly identify the pupils. The idea for artistic is that the direction of the eye gaze sends a message while eyes are noticeable, either demanding attention or guiding attention to another visual element.
Why 30 Frames of Video?
The 30 frames that form a second of video at a micro level, generate the most important communication in a campaign. It requires a different focus group methodology and innovative testing — one that is focused on the science of how our brains perceive visual imagery. It also calls for a change of mind-set — from buying time for advertising visibility and waiting for recognition to being innovative in the first second to capture the attention of the consumer in the first instance.
We Have Less Time Than We Thought
We have less time than we thought and standards of traditional user engagement can not solve the problem of attention. Standards are relevant but they are not about effectiveness. The way we start the video increasingly determines how effectively we finish