MAD//FEST DEBRIEF: LEARNINGS FOR PR AND SOCIAL 

Written by Anna Rashid, Chief Digital Innovation Officer

 
 

Last week we were at MAD//Fest, reviewing some fantastic research, meeting new measurement and tech vendors and most importantly, understanding more about how brands can achieve their goals. 

 

THE KEY INFO:

  • Quality Attention Matters Most: Not all attention is equal. Active attention, where viewers are truly engaged, leads to 4x the business impact compared to passive viewing. 

  • Breakthrough the 2.5 Second Barrier: Most digital content fails to create lasting brand memories because it doesn't hold attention long enough. Aim for content that captivates viewers for at least 2.5 seconds- 85% of digital content fails to do this 

  • The Power of Social Platforms: Platforms like Snapchat boast significantly higher active attention rates compared to the mobile social media average.  

  • Move Beyond Basic Viewability: Don't rely solely on viewability metrics. Focus on composite measures like Lumen's aPM (attention score) that combine attention with other factors for a more accurate picture of campaign effectiveness. 

  • Embrace the Creator Economy: Consumers crave authenticity. Partner with creators who align with your brand values to build relatable communities and foster deeper engagement. 

  • Humor: A Powerful Tool: Studies show humor can help build connections, change negative perceptions, and boost brand recall. 

 

WHAT DOES THIS MEAN?

 

The discussion was vast – a key observation being that the ad industry is starting to adopt more traditional ‘earned thinking’. A few key opportunities stood out for the PR and Social industries specifically:  

  • Volume - Focus on creating fewer, better assets that are high-quality and emotionally engaging to grab attention and build lasting memories. 

  • Channel tests – Implement strategic tests on platforms showing high levels of ‘active attention’ eg, Snapchat these platforms to reach engaged audiences. 

  • Creators – Brands without an existing influencer or creator strategy should consider partnering with authentic creators who resonate with your target audience. Let them help you build genuine connections. 

  • Develop data-driven creative strategies that focus on attention and emotion. Move beyond vanity metrics to measure true impact. 

  • Integrate creative and media strategies seamlessly. Ensure your message resonates across all touchpoints. 

  • Integrate humour strategically: Use humour that aligns with your brand personality to build connections and make complex topics more approachable. 

  • Embrace the challenger mentality: Don't be afraid to experiment and take calculated risks to stand out from the crowd. 

By incorporating these insights, we can elevate our PR and social strategies to capture valuable active attention and build strong, lasting relationships that achieve brand outcomes. 

 

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