What it's based on, and why you should follow it.
This refers to the likely amount of time a digital ad has to get noticed. It reflects how digital media is consumed, and is our basis for advertising development and testing. Learn more.
Insights establish a context for 3 second communication. By knowing how consumers view our category and brand, we have a clear starting point for messaging and creative. Learn more.
Messaging is the set of language and visuals that telegraphs a brand's core equities. It unifies creative executions across media and over time, and speeds brand recognition in ads. Learn more.
Creative development produces a stream of messaging-focused ads for digital and traditional media. Continually testing new options keeps creative relevant and fresh. Learn more
Consumer testing informs judgment, improves creative, and helps prevent mistakes. Testing that exposes an ad for 3 seconds provides insight into that ad's potential in digital media. Learn more.
Bob Avena has held leadership positions in brand development for over 3 decades. Bob's experience spans advertising, brand management, and consulting.
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