Attention is the new currency - Kris De Kock (BD myShopi)
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ATTENTION IS THE NEW CURRENCY Kris De Kock – Innovation Manager
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Transcript of Attention is the new currency - Kris De Kock (BD myShopi)
ATTENTION IS THE NEW CURRENCYKris De Kock – Innovation Manager
“
Gone in 60 seconds
WE CAN’T COPE !
WE TRY TO ADAPTDifferent reading strategies: skimming and scanning to process
Are you blind?
Place your screenshot here
LET’S MAKE SOME NOISE
Even on my personal Facebook page.
NOISENOISE
A WIDER BANDWIDTH
This way the communication between human to human, human to computer and computer to human will happen much faster and we will be able to process more information
TOO MUCH INFORMATION
9 seconds
12 seconds8seconds
Concentration
goldfishConsumer now Consumer
anno 2000
“"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it"
Herbert A. Simon was perhaps the first person to articulate
the concept of attention economics when he wrote
WHAT IS SCARCE, IS VALUABLE
WHAT DOES IT MEAN FOR ADVERTISING?
MORE CHANNELS?
Average number of advertisement and brand exposures per day per person: 5,000+
Average number of “ads only” exposures per day: 362
Average number of “ads only” noted per day: 153
Average number of “ads only” that we have some awareness of per day: 86
Average number of “ads only” that made an impression (engagement): 12
Source: SJ Insights
It’s a challenge
Not paying attention
Add some noise
Simply turning up thevolume isn’t working…
C.A.T.S
HOW TO GET THE ATTENTIONOF THE CONSUMER
OMNI-CHANNELACTIVATION
LETTERBOX92% empties letterbox
every day
ON THE GOPenetration smartphones
Is rising
IN STOREDecisions are made
in store
AT HOMESmart home ≠ future
4,5Bn
LEAFLETS
PER YEAR
4,5m
HOUSEHOLDS
EVERY WEEK
150k
NEWSLETTER
SUBSCRIBERS
1,2
mio
MYSHOPI APP
DOWNLOADS
600k
MAU ON MYSHOPI
APP & WEB
#1
DIGITAL
COUPONING
& CASHBACK
PLATFORM
92%
OF ALL BELGIANS
OPEN THE
LETTERBOX
EVERY DAY
82%
READS D2D
ADVERTISING
ALMOST
EVERY WEEK
BUILDING BLOCKS OF ATTENTIVE REACH
time creativity relevance value
1.WE NEED TIME
FOLDERSARE NOT INTRUSIVE
Basis: alle Belgen (n=1088)
In every household an average of 2 people reads thepromotional leaflet that they find in their letterbox
71%
Basis: Belgen zonder anti-reclamesticker (n=849)
Reads only paper leaflets
Reads paper & digital leaflets
Reads only digital leaflets
High number of reading minutes per week
Promotional leaflets
20 minutes
Free Press16 minutes
2. WE NEED CREATIVITY
BRIEFINGIncrease number of requests in FlandersCreate extra brand awareness
SOLUTIONDistribution of 350.000 doorhangersOriginal concept “VERKnOCHT”
RESULTSSignificant raise in number of requests
3.WE NEED RELEVANCE
Kriek Liefmanscashback was only published in weekends when the weather was nice and the temperature was above 25 degrees
BRIEFINGFocus on concept ‘meal for tonight’Create extra brand awareness
SOLUTIONApp notification in combination with a ‘flash cashback’
CONCLUSIONApp notification is powerful tool to drive engagement
Sociodem
Lifestyle
Behavior
Context & location
Buyingintent
TARGETING OPTIONS
1+1 Cashback
Participatingconsumers
Sociodemo & Lifestyle mapping
Lookalike mapping
New born
3 months
6 months
1 year1,5 year
Cashback+ Survey
TargetedFollow up cashback
TargetedFollow up cashback
Place your screenshot here
NOTIFICATIONS
Show relevant information at the right moment
LETTERBOX
ON THE GOIN STORE
AT HOME
Push Notif
Display ad
Online leaflet +
newsletter ad
Leaflet
Website pop-up
Mobile leaflet
4.CREATEVALUE
myShopi: #1 promo platform in Belgium
SAVECouponsLeaflets
ContestsOnline shopping
promotions
FACILITATEShopping list
Shop infoLoyalty cards
INSPIRELeaflets
Blogposts
To relax 58%
To be inspired 51%
Not missing out on things 50%
To discover special promotions 84%
To look up special promotions in a store 80%
To compare a price 66%
To know which products there are on the market 64%
To look for specific product information 43%
The promotional leaflet has a positive image
BRIEFINGOpening 1st Ellis Gourmet Burger in HasseltAttracting visitors during the opening day
SOLUTIONDoorhanger with couponCoupon for free burger
RESULTSOver 1.000 free hamburgers
SAMPLINGSampling action of empty bagsLocal actionExtra traffic tothe store
CONCLUSION
TIME
CREATIVITY
RELEVANCE
VALUE
1
2
3
4
NO
ATTENTION
TO THE
MESSAGE
QUESTIONS?
