digital gaggle - march 2016
TRANSCRIPT
WHAT WILL BE THE ANALYTICS OF TOMORROW?DIGITAL BUFFET, MARCH 2016
YOUR NEXT 20 MINUTES
Who am I?
The attention problem
Analytics of the future
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
THE ATTENTION PROBLEM
The media world has changed
We are all publishers
From scarcity to obesity
No one pays attention
FROM SCARCITY TO OBESITY
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
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
www.adi.do
FACEBOOK AD PERFORMANCE BY INDUSTRYAVERAGE CLICK-THROUGH RATE
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)
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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
THANK YOU
EXPLORE. CAPTIVATE.CREATE.
© Adido 2016
01202 586 300
WWW.ADI.DO
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