#AttentionSummit

Marketing in the attention age

Andy HeadingtonCEOAdido

YOUR NEXT 30 MINUTES

• Who am I?

• What is attention?

• The attention problem

• Marketing in the attention age

AGENDA

WHO AM I?

• Started Adido in 2003

• Worked in search for last decade

• Now CEO

• The future is fascinating

• I like to swim

• @andy_head / @adido

ANDY HEADINGTON

WHAT IS ATTENTION?

1. notice taken of someone or something; the regarding of someone or something as interesting or important.

2. the action of dealing with or taking special care of someone or something.

3. sympathetic consideration of the needs and wants of others

In its purest sense, attention is the action of focusing on one particular idea or task over a multitude of others.

ATTENTION:

THE ATTENTION PROBLEM

THE ATTENTION PROBLEM

• The (media) world has changed

• We are all publishers

• From scarcity to obesity

• No one pays attention

FROM SCARCITY TO OBESITY

DIGITAL INFORMATION CREATED EACH YEAR,GLOBALLYZETTABYTES (ZB) OF DATA

Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet, Oracle

2000%EXPECTED INCREASE IN GLOBAL DATA BY 2020

75%PERCENTAGE OF ALL

DIGITAL DATA CREATED BY CONSUMERS

111MBVIDEO & PHOTOS

STORED BY FACEBOOK, PER USER

0

5

10

15

20

25

30

35

40

45

50

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

1,000,000,000,000,000,000,000

WE’RE ADDICTED TO CHECKING OUR PHONES

58%OF SMARTPHONE USERS

DON’T GO

1 HOURWITHOUT CHECKING

THEIR PHONES

Sources: Lookout

150

ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY

“WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION”

SATYA NADELLA, CEO MICROSOFT

SATYA NADELLA, CEO MICROSOFT

SATYA NADELLA, CEO MICROSOFT

FACEBOOK AD PERFORMANCE BY INDUSTRYAVERAGE CLICK-THROUGH RATE

AD RECALL BY TIME IN VIEW (DELTA)

1%

3%

8%

17%

0

10

20

UNDER STANDARD AT MRC STANDARD 4 SECONDS 7 SECONDS

AVERAGED DELTA FOR ALL AD TYPES

TIME IN VIEW

PERCENT CHANGE IN RECALL (DELTA)

MARKETING IN THE ATTENTION AGE

PEOPLE BUY ON EMOTION AND JUSTIFY WITH LOGIC.

HERE’S THE SHORT RULE OF THUMB:

SELL TO MR. RATIONAL FOR SIMPLE SALESAND MR. INTUITIVE FOR COMPLEX SALES

https://hbr.org/2015/01/when-to-sell-with-facts-and-figures-and-when-to-appeal-to-emotions

There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.

There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.

“CONTENT SHOULD FULFIL AT LEAST ONE OF THESE THREE CONDITIONS:

IT ENTERTAINS,

IT CHALLENGES

OR IT COMES FROM GENUINE EXPERTISE.”

TOM WEBSTER, EDISON RESEARCH

• 800W

• 2 L Glass Jar

• With spatula

• ProBlend6

AVANCE COLLECTION BLENDER

FOOTBALL / MUSIC (90+ MINS)

CANDY CRUSH (2-3 MINS)

GREAT CONTENT (< 3 MINS)

“(TO ADAPT TO CHANGING ATTENTION SPANS)… THERE ARE TWO TACTICS.

EITHER, SEEK OUT THE RARE MOMENTS WHEN CONSUMERS ARE FORCED TO CONCENTRATE DEEPLY, THE CINEMA BEING A PRIME EXAMPLE, OR ACCEPT THAT CONSUMERS WILL ONLY BE PAYING PARTIAL ATTENTION AND BRUTALLY SIMPLIFY THE COPY. MAKE IT SHORTER AND SIMPLER. “

RICHARD SHOTTON, ZENITHOPTIMEDIA

http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067

http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067

WHAT CAN YOU DO DIFFERENTLY?

• Stop with the attention grabbing and be more

attention worthy – what do you stand for?

• Think more about how to connect emotionally

with your content and messaging

• Connect with your users at the right time and

the right place

QUALITY OVER QUANTITY.

DEPTH OVER WIDTH.

REACH DOES NOT EQUAL VALUE AND FOLLOWER COUNT DOESN’T MEAN PEOPLE ARE LISTENING.

… STOP FOCUSING ON OPTIMIZING THE NUMBER OF VIEWS AND INSTEAD CONCENTRATE ON MAKING EACH ONE OF THOSE VIEWERS CARE ABOUT YOUR BRAND.

BECAUSE, AT THE END OF THE DAY, THAT’S THE ONLY WAY YOU’LL DRIVE RESULTS TO YOUR END GOAL.

GARY VAYNERCHUCK, APRIL 16 2016

THANK YOU

EXPLORE. CAPTIVATE.CREATE.

© Adido 2016

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