“The Biggest Ad Blocker Is The Human Mind”

Dubai Lynx International Festival of Creativity is playing host to some very interesting sessions on the dynamics that are changing the advertising and communication business. One session that not only challenged conventional practices but also urged to look beyond the obvious was presented by DMS’ Deputy Chief Operating Officer, Rami Saad.

Mr Saad reminded that the most sophisticated device ever is the human mind. The mind however does not have the ability to differentiate between reality and fiction. “What if the people, who work in the communications industry, can blur reality and fiction,” Mr Saad mused.

The solution lies in stories. Regardless of the number of times the advice is given, the truth is that people have been telling stories to document, to communicate and to inspire. “Storytelling is a big part that even kept our ancestors alive,” he remarked.

Over the years, advertising is perceived to be more intrusive than engaging or entertaining. Cautioning that content marketing could face a similar fate, he said, “We need immersive stories including characters that people will connect to and remember. How well audiences connect with the character is the key. Associations and relationships are built with characters once consumers begin consuming a piece of content.”

Another aspect that Mr Saad warned was against clickbaiting. “Headlines build curiosity within the people. However, when the headline works and the content doesn’t stand up to it, it will lead to damaging the brand equity. The biggest ad blocker is the human mind. If you abuse the trust, you can lose brand loyalty. We should not create branded clickbait content, but create branded content.”

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