The National Lottery has revealed that people do not watch more than 2½ seconds of its adverts on Facebook, Twitter, Instagram and YouTube.Companies crowing about the brilliance of their advertising strategies is hardly news but they are rarely keen to admit that something isn’t working. When it comes to digital advertising, however, there’s a growing willingness to admit that clicks — the metric by which digital tends to be measured and sold — might not count for much.
The biggest brand advertisers in the world have begun to tailor their spend and strategies accordingly, moving from clicks and views to reach or eyeball gaze In 2018, brand behemoth Unilever cut its digital advertising by nearly 30 per cent with a 3.8 per cent gain in sales growth. The cut was largely achieved by reducing frequency — endless repetition annoys as much as it influences — and segmenting audiences to target new customers who were not seeing its ads at all.For the lottery, the findings of the new research have resulted in a rethink in terms of social media spend to find a better balance between reach, frequency and attention.
Research across all media into its waterslide visual — that giant slide and oversized swimming ring that first featured in the brand’s advertising in the 2021 campaign and continues in the 2022 campaign — showed that 94 per cent of Irish adults associate it with the National Lottery, even when shown without any logos or taglines. A wildly impressive cut-through for any creative.
I’d say they are been optimistic more like 5mille secs
Possibly because people are sick to death of advertising popping up everywhere we go and everytime we open an app or browser! Personally I close immediately, block or steer back away...
The most Bizzare adverts I've seen, use well known Celebs & more disturbingly using LeoVaradkar image. boards oddly (I'm being kind) bombarded with these absurd adverts every time FineGael naughty, clearly Trolls not getting the concept of Marketing 🤔 a real Turn off 🤮
Always fascinated me how adverts on SM & Radio actually generate so much income, I left FB years ago primarily because of Adverts but also 1000' of people I've never met wanting to be my friend 🙄 Radio adverts seem utterly pointless IMHO
That's all ads, national lottery are just the first to admit it. Advertising doesn't work (especially the woke kind) and just annoys potential customers.
Ads are pointless now because people have gone into auto pilot. They have automatically learned to ignore them. The lotto can't tell the difference between when a person looks at the ad, forced YouTube, reading something else on a page with a lotto ad. The metric is bullshit