Numbers are more instinctive than words

It is all about numbers – Draftfcb studied the art of reducing the brief to work, which finally means numbers. Putting the reduced brief together with the consumer insight will lead to the 6.5 seconds that matters, the average engagement time between consumer and brand across segment channels and categories. After this time period the consumer will decide whether the message matters or not.
All has to be summed up in this maximum amount of time that the consumer gives before making the decision, that is why things have to be made as simple as possible (but not simpler than that).

Andreea si Ionut, OOH Team of the Year, empowered by ImpressionDSCF6582