Is there a cost to dull advertising??

$228Billion...

Now we have an estimate- thanks to the work of Adam Morgan and System1 as part of the NY chapter of Most Contagious in association with WARC Cannes Lions International Festival of Creativity.

If US advertising was all as interesting as the most interesting advertising, if they all got to that top quartile of the System 1 testing, the advertisers could have spent $228 billion less.

And that number in UK is GBP10M on average per campaign - this number is seemingly less but this is an average number per campaign, unlike the aggregate number for US. So for every campaign, we need need to spend GBP 10M more if the advertising is dull.

I am keen to understand more on the framework of dull - most of them intuitive - but we still fall into the common pitfalls :

-> talking about what consumers don't care at all 😴

-> talking about what they already know about 🤓

->just being in the sea of sameness- with no distinctiveness 😑 😑 😑 😑

->presneting something in an uninvolving way 🤚

If you haven't heard that already, do catch up the latest WARC podcast episode with Ann Marie Kerwin and David Tiltman

#Learning in reels with Nandini