In the fight for attention, emotion wins

We’ve all heard the famous quote by Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As a Creative, this sentiment takes on new meaning for me as it relates to our role in advertising.

Angelou’s words are a powerful reminder of the importance of human connection. The world we live in has become increasingly transactional — micro moments of empty content seem to fight endlessly for our attention. We’ve all spent nights doomscrolling and skipping through irrelevant ads. As part of the Oregon Trail generation, I long for the days of “Must-See TV” and viral ads shared at the watercooler.

Advertisers historically have strived to win the hearts and minds of consumers. Marketers and creatives alike have raced to find the next big idea. And with good reason: David Ogilvy, the quintessential ad man, believed in the transformative potential of advertising. “It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” Of the various criteria he set in place for big ideas, “Could it be used for 30 years?” paved the way for iconic brand campaigns: “Just Do It” by Nike, “Think Different” by Apple and “It’s the Real Thing” by Coca-Cola.

But how does a brand maintain iconic status for 30-plus years? It’s not as complicated as you might think. Genuine human connection is essential whether brands operate in B2B, B2C or spaces that blur the lines in between.

My love of advertising started when I was a kid, watching a made-for-TV film called The Christmas Toy, by The Jim Henson Company. By today’s standards of filmmaking, it was, shall we say, simplistic. But at the time, it was everything.

I still remember that Kraft aired commercials sponsoring the film. The never-ending array of products — including my favorite Kraft Macaroni & Cheese — mesmerized me. And now, nearly 40 years later, I make it for my own children. After watching those 30-second spots, I associated Kraft products with the warmth of holiday traditions and, later, nostalgia. Was it the most expensive or winningest ad ever made? Not by a long shot. But I connected with it; it made me feel something.

As they say, advertising is an art and a science. Even the most emotionally resonant ad can fail to connect if it appears in the wrong place or at the wrong time. Having a strong media plan, fueled by data on the premium internet, makes way for those meaningful exchanges with the people you want to reach most. That’s a far cry from skippable and transient environments where a consumer’s attention is being pulled in every direction.

Marketers need to be able to reach their audiences where it matters most. But many are chasing short-term KPIs at the expense of building long-term brand equity, ultimately undermining customer loyalty and affinity.

The essential elements of great advertising aren’t just a compelling message, flawless creative execution or consistent branding. Greater precision, accuracy and relevance are also necessary for business growth.

When brands are able to achieve emotionally resonant advertising coupled with targeted and effective ad placements, higher campaign performance and business outcomes could be the result. According to a Harvard Business Review report, a 4% increase in brand equity can fuel 1% additional annual revenue, 1.5% additional annual shareholder growth and 1.3x ROI*. And a 23% lift in sales is attributed to advertising with a significant emotional response**. Simply said: Invest in your brand, and it can show up in your bottom line.

Every brand wants to win over their audience. Marketers want their product to be the one that people return to over and over again. Perhaps even 40 years later. And while science is half of the equation, emotion is what makes it whole. So, in an age where time is probably the most valuable and fleeting of commodities, how will you connect with your audience?

The Current is owned and operated by The Trade Desk Inc. This information is provided solely for background and is not a representation or guarantee of any future performance.