digital gaggle - march 2016
Post on 22-Jan-2018
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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
THE ATTENTION PROBLEM
The media world has changed
We are all publishers
From scarcity to obesity
No one pays attention
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2005 2006 2007 2008 2009 2010 2011
DIGITAL INFORMATION CREATED EACH YEAR,GLOBALLYBILLION GIGABYTES
Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet
2000%EXPECTED INCREASE IN GLOBAL DATA BY 2020
75%PERCENTAGE OF ALL
DIGITAL DATA CREATED BY CONSUMERS
111MBVIDEO & PHOTOS
STORED BY FACEBOOK, PER USER
WE’RE ADDICTED TO CHECKING OUR PHONES
58%OF SMARTPHONE USERS
DON’T GO
1 HOURWITHOUT CHECKING
THEIR PHONES
Sources: Lookout
150
“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
AD RECALL BY TIME IN VIEW (DELTA)AVERAGE CLICK-THROUGH RATE
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 (DELA)
ANALYTICS OF THE FUTURE
Share of viewability by week/month - % of all
things seen in that period, like AVE
Brand emotion score – what is the body
reaction to your ad?
‘Feeling’ rank – how well does your brand
feature this month?
Long term recall index – where is your brand
among all of those ever seen v no of exposures
HOW TO GET THERE
Think more about how to connect emotionally with your content and messaging
Stop with the attention grabbing and be more attention worthy – what do you stand for? Why is your company in existence?
Road test your messages with more people in a deeper context
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