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posted on Jul. 08, 2024 at 11:34 amJul 8, 2024

Building brands and driving sales during a war for attention

posted on Jul. 08, 2024 at 11:34 amJul 8, 2024

From creative to provocative, to improved storytelling, authentic influencers, engaging video content, immersive experiences, short-form videos, brands are trying and testing every tool in the kit to capture attention, but what's working?

Here’s what we all know: There is a war raging for the most finite (and therefore, most valuable) commodities of all – people’s attention and time. Now, let’s get into the rules of engagement.

Every business or brand that believes it has solved a problem or added value to the world has partnered with marketers, media, and agencies to try and get their message out to the masses. However, are people paying attention to their message?

The “goldfish” myth that attention spans are decreasing was debunked months ago, because the truth is somewhat more nuanced.

In a world where consumers spend hours on their phones, laptops, tablets or looking at larger screens, they are ge

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Tags:Advertising Attention attention metrics attention span brand storytelling brands consumer attention creative Digital Storytelling GroupM MENA immersive experiences influencer and social media Integrated Marketing marketing Mary Smiddy Mohammad El Tayech MSL Group Middle East Nay Riachy Playground xyz provocative social listening TBWA\Raad video content

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.