Achtung! How to create and sustain attention - Orlando Wood, System1

Here's what we covered in this episode:

• Who is Orlando and what is Lemon all about?
• Have the insights in Lemon changed on the back of the Coronavirus crisis?
• How emotion plays out in online video
• Why emotion is imperative online when you only have 6 seconds to capture people's attention
• Why you don't just need to be rational because your ads are targeted
• Brands should be using online advertising not only for activation, but also for brand building
• Examples of brands and ads doing this well
• How advertising is similar to writing a novel and art
• Why we've lost some humility in our advertising
• What the vital ingredients are to make online advertising work effectively

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