Achtung! How to create and sustain attention - Orlando Wood, System1
I'm very pleased to be joined by one of our guests from season two, Orlando Wood. I've invited him back on because Orlando is going to be revealing some brand new research building on his seminal work of Lemon from last year about right-brained online advertising. He's got some genuinely, really powerful insights, not just advertising, but on culture in general. I wanted to find out what has changed in the last year, and what new insight does he has, particularly when it comes to advertising online.
Here's what we covered in this episode:
- Who is Orlando and what is Lemon all about?
- Have the insights in Lemon changed on the back of the Coronavirus crisis?
- How emotion plays out in online video
- Why emotion is imperative online when you only have 6 seconds to capture people's attention
- Why you don't just need to be rational because your ads are targeted
- Brands should be using online advertising not only for activation, but also for brand building
- Examples of brands and ads doing this well
- How advertising is similar to writing a novel and art
- Why we've lost some humility in our advertising
- What the vital ingredients are to make online advertising work effectively
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