Waarom 69% van onze reclames de consument koud laat - S2E9 Whazzup?! in Media

It is the biggest invisible cost in our industry: the advertisement that touches no one. Recent research by System One shows that 50% of global advertisements fail to resonate with the public at all. In the Netherlands, the situation is even more tragic: here, no less than 69% of communications are perceived as an emotional 'flatliner'. In the latest episode of the podcast ‘Whazzup?! in Media’, we discuss why a communication without an emotional stimulus simply does not work. Only when you touch the viewer do you create the space for recall. What you will discover in this episode: The price of caution: why a 'safe' communication is often a waste of money. Negative is better than nothing: why even friction is more effective for your brand recall than total indifference. Why short isn't always powerful: emotion needs time to have an effect, while the trend towards increasingly shorter advertisements hinders this. The challenge for the creative industry The numbers don't lie: nearly 70% of Dutch communications are emotionless. That is a huge opportunity for those who do dare to stand out with storytelling, humor, or drama. Listen now to the conversation about the fight against boredom, and we won't be done after this! Someone who does dare to tap into emotion is Darre van Dijk. He will be joining us in two weeks to show how he tackles this in practice for the biggest brands in the Netherlands. Sources: System 1 - The Cure for Dull DVJ insights research to be published soon