Understanding the “triple jeopardy” threat of advertising attention

Advertising effectiveness faces a “triple jeopardy” threat as brands fall short on a trio of criteria related to consumer attention.

Watch the related session from the Cannes Lions festival here.

Ad effectiveness faces a “triple jeopardy” threat of short-termism, failing to include real-life human behaviour in media strategies, and creative that appeals to the wrong side of the brain.

Peter Field, a marketing consultant who has produced severalgroundbreakingpieces of effectiveness research based on case studies in the Institute of Practitioners in Advertising’s (IPA) extensive database, noted this trio of problems share a key characteristic.

“They all, in a sense, have a common starting point, which is the tendency of marketing these days to undervalue...

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