Lately, I’ve been wondering: is it harder to relay information in an advertisement or a commercial?
A print advertisement is a one-dimensional medium that’s typically not interactive. Unless you consider a beauty product (i.e.perfume, lotion, etc) advertisement in a magazine where you can smell the product before buying.
Online advertisements tend to be more interactive: they can be customizable, have visual images, show video, and play sound.
But a commercial is multi-dimensional, has visual images and sound.
For marketers: Ignoring budgetary constraints, what do you think is the most effective medium to engage consumers?
For consumers: do you prefer a print ad, online ad, or a commercial?
Regardless of the form (print, online, or commercial), a study conducted by communication agency Draftfcb found that, after leaning in, consumers only wait 6.5 seconds (on average) before making a decision. 6.5 seconds!