Episode description
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable.
Topics covered:
- [00:45] “Influence of Dynamic Content on Visual Attention During Video Advertisements”
- [01:45] Elements that capture attention
- [03:55] Traditional methods vs Dynamic Attention Theory
- [05:10] Is attention influenced by our environment?
- [06:45] The benefits of eye tracking studies
- [11:25] What type of fireworks grab your attention?
To learn more, visit marketingarchitects.com/podcast
Resources:
Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. *European Journal of Marketing*. https://doi.org/10.1108/EJM-07-2022-0309-0566
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