1.5 seconds. That’s all it takes to drive impact if media and creative work together.

Attention has become the most talked-about metric in advertising. And rightly so.

Because without it, ads may as well not exist.

Yet here’s the reality: 85% of digital ads don’t get enough attention to even create a memorable impression.

Attention alone isn’t enough; it only gets the users to look at the ad.

It’s then the job of the creative to make a lasting impact and not just be forgotten in the never-ending scroll.

The truth is, people don’t pay attention to media…

They pay attention to the creative use of media.

And for brands with distinctive assets, that’s their biggest advantage.

With strong brand assets, VCCP Media & Amplified's new study shows that memory uplift can start from just 1.5 seconds.

Distinctive creative delivers 2.5x ROI vs generic creative, and holds attention, even in motion.

And the best ads don’t slow people down, they cut through, even at scroll speed.

This is what happens when media and creative stop working in silos and start working in sync.

This new report, authored by the incredible Will Parrish & Karen Nelson-Field PhD, has some fascinating insights on how brands can turn milliseconds into memory.

The full report can be found here: https://lnkd.in/eux6K_dd

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