How to capture consumer attention with your ad campaigns

In marketing, attention is the foundation of impact—it’s the moment when a consumer notices your message, product, service, or brand amidst the noise.

It’s also the first stage of the customer journey, where a potential customer becomes aware of a brand or product and starts to take notice.

The problem is that attention isn’t unlimited. Every consumer is bombarded with thousands of ads daily, and only a select few are strong enough to make a lasting impression.

So, in today’s attention economy, how can your brand possibly stand out from the rest?

With the help of our new attention heatmaps feature, we’ve compiled a list of tactics to create ads that will stop your target audience in their tracks.

8 strategies to create attention-grabbing ads for your target audience

1. Play with bright or contrasting colors

Taking a visually bold approach is a surefire way to stand out from the crowd and capture customer attention, whether it be on a billboard or a social media feed. Bright, bold colors naturally catch the eye and create contrast, making your ad harder to ignore.

Plus, when the colors align with key elements of your brand, they not only attract consumer attention but also help reinforce brand recognition and leave a lasting impression.

Over time, consumers will begin to associate those colors with your brand, ensuring that your message sticks in their memory long after they’ve seen it.

2. Insert some cuteness to evoke an emotional response

How often have you come across an ad that made you say, “Awww!”? That’s because adorable things naturally tap into our emotions and instincts. 

Think cats, puppies, babies—you get the idea!

Seeing something cute releases dopamine—that “feel-good” chemical—and activates our natural nurturing instincts, making us more likely to stop, smile, and engage with the ad.

Brands that incorporate this type of content in their campaigns often create a positive association with their message. People are more inclined to remember and feel good about brands that elicit a positive emotional response.

3. Secure a celebrity cameo 

For decades, brands have understood the power of celebrity endorsements. Whether it’s George Clooney sipping Nespresso or Beyoncé popping a Pepsi, celebrities have the ability to attract attention simply because they are famous and recognizable.

These star-studded collaborations aren’t just about good looks. The familiarity of a celebrity’s appearance, voice, and persona naturally draws our attention more than any ol’ John Doe off the street would, and that connection can translate into stronger brand engagement.

By collaborating with a celebrity, you not only capitalize on their star power but also create an association between their persona and your brand. Long-term partnerships with celebrities can also work to increase brand recall, making your campaigns more memorable and creating a lasting impression on your target audience.

4. Keep the tempo fast and sharp

Quick, snappy editing is a powerful way for video ads to grab attention and keep viewers hooked. It reflects the fast pace of modern life, making the ad feel fresh and relevant while also creating an emotional flow that makes the message more memorable.

The “The Chase” ad by Apple for the iPhone is a perfect example of sharp, fast editing. The campaign showcases the iPhone’s filmmaking features with rapid cuts during an action-packed chase scene. Each shot flows smoothly into the next, maintaining a high energy level and keeping viewers fully engaged.

5. Use bold or unexpected copy

Visuals aren’t the only way to grab attention. Copy can be just as a powerful tool for stopping the scroll, sparking curiosity, and making your message stick. Top-down attention, where users consciously focus on specific tasks or mediums, plays a crucial role in how effectively your message is received.

We’ve all seen clickbait—those sensationalized headlines designed to lure you in. Ads, too, can benefit from playful or shocking copy. Bold statements, unexpected phrasing, or even controversial takes make people pause and take notice.

Take catchy phrases like Dollar Shave Club’s “Our Blades Are Fing Great”* or Apple’s “Think Different.” These lines not only stand out because of their audacity but also force consumers to pay more attention to a campaign.

Shocking copy doesn’t have to be outrageous; it just needs to break the norm. The key is balancing intrigue with authenticity so you can grab attention without feeling gimmicky.

6. Get the audience to sing along

In the mid-70s, Ralston Purina launched its new cat food brand Meow Mix—and with this launch, the brand’s advertising agency came up with a TV spot featuring a catchy little jingle.

Soon, all of America was singing the now-iconic “meow, meow, meow, meow.”

Ad songs and melodies are so effective because they instantly grab our attention and stay with us long after the commercial is over. Whether it’s a fun jingle or a memorable anthem, music has a way of connecting with us emotionally and helping a brand stick in our minds.

Fun fact: The CIA even used the Meow Mix jingle as a torture device in interrogations! But that’s a topic for another article…

7. Tap into trending content

Anyone who pays even the slightest attention to social media knows that trends come and go in the blink of an eye. However, if you’re quick to react, reactionary marketing can be a goldmine for capturing your audience’s attention.

Reactionary marketing refers to when brands quickly adjust their marketing strategy based on current events, trends, or competitors’ actions.

Native advertising can also play a crucial role in this strategy by integrating your brand into the content that your target audience is already consuming.

By tapping into trending content when designing your ads, you can make your brand feel relevant, relatable, and part of the ongoing conversation.

I mean, who can forget when almost every brand on the internet was painting themselves slimy green to embrace “brat summer”?

8. Create an emotional connection with storytelling

Connecting with your audience on an emotional level with your ad is like striking gold. Emotions drive human behavior, and when a campaign taps into feelings like joy, surprise, or empathy, it sticks.

Storytelling is your secret weapon here. Creating compelling narratives that resonate with the right audience can create a sense of shared experience and understanding

Think of those heartwarming holiday commercials that make you tear up or the inspiring stories of triumph that leave you feeling motivated. These stories don’t just capture attention; they create a lasting emotional connection.

Understanding attention marketing

Grabbing attention is tougher than ever, with every scroll and click flooded with competing messages.

That’s where attention marketing comes in—not by bombarding people with pop-ups and interruptions, but by drawing them in with campaigns that are genuinely engaging.

The cost of grabbing consumer attention has skyrocketed over the last 20 years, making it more important than ever for brands to be intentional about how they communicate.

Instead of shouting for attention, the best marketers create messages so compelling that people want to stop and engage.

At its core, attention marketing is about understanding the limited nature of audience attention and preparing your campaigns to make every second count.

By focusing on engaging content that speaks directly to the consumer, you can cut through the noise and make a lasting impression.

Final thoughts

As advertising becomes more omnipresent and attention spans continue to shrink, grabbing the focus of your target audience means having more than just a good idea.

Today, attention marketing is more crucial than ever—advertisers must work to create ads that cut through the noise and make people stop, think, and feel.

But just getting noticed isn’t enough. For ads to have a long-term impact on your brand, they need to tell a compelling story that resonates with consumers on a deeper level, whether it’s making them laugh, think, or feel something powerful.

Curious about how your ads are performing in capturing consumer interest? Why not find out for yourself?

Send us your ad creative at marketing@behaviolabs.com for a free heatmap test and discover what’s really grabbing your audience’s attention!