Captivating Mobile Users in Three Seconds: The Art and Science of Effective Advertisements

Ivan Razmakhov, head of creative production at AdQuantum, delves into the psychology behind mobile advertising, emphasizing that attention is the ultimate currency in today's digital landscape. With only three seconds to capture users' interest, advertisers must strategically combine different types of attention, including bottom-up, top-down, emotional, and cognitive attention, to create engaging and effective ads. By understanding how attention works and incorporating platform-native styles, visual clarity, and a strong hook, marketers can increase their chances of success. However, Razmakhov cautions that a high hook rate alone is not enough to guarantee campaign success, and that a well-structured narrative and clear call-to-action are essential for driving conversions. Ultimately, the key to creating successful mobile ads lies in a deep understanding of the science behind attention, industry trends, and the ability to craft compelling stories that resonate with users.