Less Is More: Shorter Messaging Is Proven with Nielsen's Neuro-Compression Technology - Kal Liebowitz-KSL Media

CBS is using the technology of quotneurocompressionquot and working with Nielsen NeuroFocus CEO Dr AK Pradeep to figure out ways to reduce filler in advertising to get to the core message and create a more quoteffective better productquot with much of the focus now on TV spotsAs marketing budgets have been slashed over recent years and people39s attention spans have grown shorter advertisers and their agencies must look for more effective and efficient ways to communicate their messagesBy utilizing neurocompression the more progressive and resourceful advertisers will understand how to reduce less engaging filler that reduces overall ad persuasiveness This technology will enable the most effective scenes within a TV spot to be identified then edited into shorter and more impactful messages For many years we39ve been talking about the effectiveness of using shorter length spots with our advertisers and this technology helps prove our pointThis exciting new technology could apply to all TV marketers reducing media buying costs by coming up with shorter TV commercial messages which can be repurposed for online and mobile applications thereby extending audience reach through crosschannel media strategiesOther studies including one by Frank N Magid Associates found that 10 spots have very strong levels of recall and persuasiveness that matched up exceptionally well with those of 30 spotsWhile most advertising agencies have been adverse to shorter units but this new study should force them to think quotshorter is betterquot KSL Media has always been a big proponent and advocate for shorter more cost effective advertising Our firm is advocating recent technology findings with all of our clients It will enable the most effective scenes within an onair promotion to be identified and edited into shorter more impactful messagesFor most marketers 10s are not just viable options they are a smart solution to getting their product message out in a strategic and efficient way It may seem too good to be true but research proves that the average consumer attention span can retain brand messages that inspire future purchases It39s a case in which less means more bang for the buck that isKal Liebowitz Chairman of KSL Media has been helping underdog clients for longer than he39d like to admit As founder of KSL he established one of the first independent media services in the US Kal has grown his own company by helping to grow his clients39 companies for nearly three decades

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Less Is More: Shorter Messaging Is Proven with Nielsen's Neuro-Compression Technology - Kal Liebowitz-KSL Media

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