Recently I've been walking past the TV on occassion. I have studied some of the ads that are on to try and determine their appeal to the audience. I try to guess the demographic that they are targeting.
One has a woman holding back tears ordering coffee at a Starbucks like place.
A big burly guy stands behind the counter. Her acting is quite touching, his....well he's a big burly barista....WTF.
The product is totally unrelated to anything going on in this commercial.
There is no relevance to the product.
Another shows a guy sitting on a park bench. He receives a text of consolation regarding his dog. The product is a bedding manufacturer. Ummm, Relevance?
I don't know if the advertisers are just getting people to look at the screen long enough to see their product or if this is a new advertising technique.
It Doesn't Work!
It may work for television if all they are after is attention span long enough to see the product. Online, you need to have relevance.
People are looking for something.....you need to catch their attention and provide substance before they will make the decision asked for in the Call to Action.
Headings and images grab the attention but your content needs to close the sale.