Super Bowl 51 Advertisements - What Makes Video Engaging - 2 Techniques
No commercial ran more than three seconds without a unique sound being presented
Those that have been in marketing more than a month know that video makes sales with an almost mystical ability. The logic is obvious. The results are exciting. But even obvious doesn’t necessarily guarantee the results you need. So what boxes need to be checked when evaluating the effectiveness of your company's video? Glad you asked.
First, you need to identify a goal for your video. No single film is going to be the end-all-be-all that fills every crevice in your company's marketing. Videos are products, and like conventional products, they serve a single purpose. Know where you want your video to take you.
This year's lineup of commercials certainly did not disappoint. They almost all had one thing on their mind. That was company engagement and branding. Below are two video strategies that were used in this year's advertisements.
1. The Use Of Quick Moving Shots
We all know it, but we can't really explain it. The university of Sidney, Austrailia's Psychology Department wrote a report in 2010 that outlined their discovery. Their research revealed that unexpected changes in direction of motion attract attention.
Advertisers have used Sidney's information this year in Superbowl 50 commercials. They have created content that both visually and conceptually unfolds in a way the viewer does not expect.
2. Sound Stimulation
An interesting fact about Suber Bowl 51, No commercial ran more than three seconds without a unique sound being presented. Every three seconds a new sound is presented so that the viewer remains focused on the content for the duration of the advertisement. This concept is can be seen as a "viewer-momentum buildup." Once the attention or trust of the viewer is first established, the viewer is, therefore, more likely to continue watching.
Viewers this year are becoming savvier to all of the generalities this year's marketing brought, and their attention spans are shorter because of it. Regardless of this, advertisers continue to combine their modern attention-holding techniques with the emotional connection we all know and love.