Why dynamic creatives increase attention and improve results.

By Eric Kubischta, Co-Founder and CTO – Lucit

For every statistic, there are more statistics, and they are all right or wrong depending on your context.

Here is my, Eric Kubischta Certified,  “trust-me-bro” metric:

> An ad with dynamic content can attract an extra second of attention.   

Is it a second? – ½ second, 3 seconds? – Doesn’t matter – let’s just agree that if a creative is awesome, and has dynamic changing content, it will capture more attention than a similar ad without it.

The weather, the current score of the Vikings game, the snow-depth at a ski resort, or the current mortgage rates being offered by a local bank.

The dynamic component is useful to the audience, and this useful piece of information helps to give a viewer, any viewer, an extra second of pause.  An extra second of their eyeballs staring at your logo.   An extra second of captured attention, squirreling away brand recognition into the far reaches of their grey matter.

We aren’t after clicks – We are after attention

Let’s examine this ad.

Haters will say

• You can’t read the forecast
• It’s too much content
• I’m scared of Polar Bears

I say

• Polar Air has the forecast, and everyone knows it

That large glob of forecast content serves a valuable purpose.   It captures attention.   If a viewer with less than stellar vision cannot make out the individual numbers in the forecast, it doesn’t really change the impact of the creative…  Because Polar Air has your attention.

And 3 months from now, when I google “Air conditioning repair”, and I see that polar bear.  I’m gonna call them, because by the miracle of advertising, I trust them

Simplify the Dynamic Creative Pitch

When brainstorming and pitching dynamic creative campaigns, sometimes, it is beneficial to simplify the pitch down to : This dynamic creative will increase attention

More eyeballs for a longer duration, and using my “trust-me-bro” metric from above, a single campaign with 1,000,000 total impressions, nets you a million more seconds of fixated eyeballs.  

 What’s that worth?

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