This lab dissects and analyses ads and tells marketers and agencies what is wrong with their commercials’ storyboards. The spots are filtered into buckets of effectiveness. The ad testing assesses what arrests the attention of people and what engages them. It spells out those aspects of the ads which make them unskippable.

The myt has spread that the attention spans are shrinking. In reality, what is shrinking is our ability to tolerate things that we are not interested in. It is an over-communicated society. The decision to skip is a conscious decision. The users today are exposed to richer content.

Netflix and Amazon Prime have created a content revolution. They have understood the pulse of the consumers. They are open to experimentation. There is a change in living room dynamics. Many channels make YouTube specific content. There are online streaming apps. Media platforms are, therefore, not bound by the hourly broadcasting schedules. It gives full freedom to the creative directors to experiment with the scripts. Advertising storytellers must make ads that are at Netflix-and-chill levels. In future, the digital ads will be replayed on TV. That is exactly the reverse of what is happening today. It creates a new canvas for creative directors.