A discussion with Dr Ali Goode a cognitive scientist, interrogating contemporary notions of attention and engagement in advertising and operational contexts. The discussion differentiates looking from cognitive attention, criticises overreliance on proxy measures (eg, webcam eye-tracking), and sets out practical principles — fluent processing, single-message design, heuristic use, rapid initial engagement and sequenced communications — for motivating behavioural responses. The con...
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A discussion with Dr Ali Goode a cognitive scientist, interrogating contemporary notions of attention and engagement in advertising and operational contexts. The discussion differentiates looking from cognitive attention, criticises overreliance on proxy measures (eg, webcam eye-tracking), and sets out practical principles — fluent processing, single-message design, heuristic use, rapid initial engagement and sequenced communications — for motivating behavioural responses. The con...
Why don't we see great ads anymore - and what to do about it!
RO-AR.com : Numbers, Nuances & Observations
31 minutes
2 months ago
Why don't we see great ads anymore - and what to do about it!
In this discussion Orlando Wood (Chief Innovation Officer, System1) explains how advertising effectiveness hinges on the interplay between showmanship and salesmanship. He traces back to a change in 2005–2006, a digital pivot, after which we have seen the erosion of emotional creativity. Orlando explains the power of fluent devices, platform-specific behaviours (including TikTok), the 3 Fs framework, the true nature of creativity, and the enabling—albeit maybe limited—role of AI. More i...
RO-AR.com : Numbers, Nuances & Observations
A discussion with Dr Ali Goode a cognitive scientist, interrogating contemporary notions of attention and engagement in advertising and operational contexts. The discussion differentiates looking from cognitive attention, criticises overreliance on proxy measures (eg, webcam eye-tracking), and sets out practical principles — fluent processing, single-message design, heuristic use, rapid initial engagement and sequenced communications — for motivating behavioural responses. The con...
