PLANNING

WITH

ATTENTION

2

3

MOORE’S LAW + KOOMEY’S LAW + DECLINING

STORAGE COST

Source: Moore’s Law Transistor Count 2011, Wikipedia

Koomey’s Law, power of efficiency parallels Moore’s Law, phys.org

Deloitte Shift Index

4

5

6

7

8

Watches, taxis, cli

9

10

LOTS OF THINGS

11Source: Cisco Internet of Things study 2012

12

287 PIECES OF

ADVERTISING

EVERYDAYSource: http://www.marahcreative.com/blog/2011/06/287-ads-seen-a-day/

13

4,587 PIECES

OF CONTENT

ON

FACEBOOKSource: Social Bakers

14

ABUNDANCE OF MEDIA

SCARCITY OF ATTENTION

15

THE VALUE

EXCHANGE

≠

16

17

POLARIZATION OF

ATTENTION

Source: Quartz Curve, Content Analysis 2014

18

THE FEED

LIGHT,

SCATTERED

19

THE BINGE

DEEP, FOCUSSED

20

WE CAN BUY ATTENTION

AN AVERAGE OF 0.5%

POINTS OF SHARE GROWTH

CAN BE EXPECTED PER 10%

POINTS OF ESOV (SHARE OF VOICE MINUS SHARE OF MARKET)

Source: Peter Field: How Share of Voice Wins Share of Market, IPA Databank

21

BUT IT’S CREATIVITY THAT

EARNS YOU ATTENTION

CREATIVELY AWARDED

CAMPAINGS GENERATE 11X

MORE SHARE GROWTH PER

10 POINTS OF ESOV THAN

NON AWARED CAMPAIGNS

Source: Peter Field: How Share of Voice Wins Share of Market, IPA Databank

IN THE NEW

ATTENTION ECONOMY

THE CHALLENGE

BRANDS FACE IS

GETTING NOTICED24

25

WE ASSUMED THAT EVERYBODY

GAVE THEIR FULL ATTENTION

“WE PROCESS MARKETING MESSAGES AT

LEAST AS MUCH WHEN WE ARE PAYING

LITTLE OR NO ATTENTION TO THEM AS WE

DO WHEN WE CONSCIOUSLY TAKE THEM ON

BOARD”

- ROBERT HEATH

26

LOW INVOLVEMENT PROCESSING

Source: Robert Heath – The Hidden Power of Advertising, 2001

27

SYSTEM 1: AUTOMATED AND FAST

Kahneman, D. (2003). Maps of bounded rationality: A perspective on intuitive judgment and choice.

28Source: Phil Barden – Decode: The Science of Why We Buy

WHICH IS THE RECOGNISED BRAND?

29

PLANNING WITH ATTENTION

LOW

ATTENTION

FORCE

ATTENTION

BORROW

ATTENTION

DIRECT

ATTENTION

30

A WAY OF THINKING ABOUT

COMMUNICATIONS

COMMON ICE CREAM JTBDs

MAINTAIN SALIENCE

BUILD EQUITY IN

BRAND TERRITORY

DRIVE NPD

CONVERSION

LOW ATTENTION

BORROW ATTENTION

FORCE ATTENTION

DIRECT ATTENTION

31

LOW ATTENTION

Source: Unilever CMI

32

BORROW ATTENTION

0123456789

Unaided BrandAwareness

Aided BrandAwareness

Online adawareness

Messageassociation

BrandFavourability

PurchaseIntent

Contextual

No context

Source: Thinkbox Screenlife 2011

33

FORCE ATTENTION

34

DIRECT ATTENTION

35

AS PART OF THE COMMS MODEL

LOW

ATTENTION

BURST

ATTENTION

BORROW

ATTENTION

FULL

ATTENTIONACTIVATING REINFORCING

AUGMENTINGIMPACTING

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

36

AS PART OF THE COMMS MODEL

LOW

ATTENTION

BURST

ATTENTION

BORROW

ATTENTION

FULL

ATTENTION

FULL

ATTENTIONLOW

ATTENTION

BORROW

ATTENTION

FORCE

ATTENTION

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

37

PORTFOLIO MODEL

LOW

ATTENTION

BURST

ATTENTION

BORROW

ATTENTION

FULL

ATTENTION

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

38

WHAT DOES THIS MEAN FOR AN

APPROACH WITH GOOGLE

39

SEARCH

BORROW

ATTENTION

FULL

ATTENTION

DIRECT

ATTENTION

BORROW

ATTENTION

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

40

BORROW ATTENTION FOR EQUITY

TERRITORIES

Fashion/Film/Celebrity Food for FoodiesSocial causes, festivals

Love, Music

Sun & Fun

Adventurous Play

Joyful family moments

41

SEARCH IS AN OPPORTUNITY TO

CONNECT TERRITORY INTEREST WITH

CONTENT

TOP DOWN:

CONTENT

MATCHED

AGAINST

BROAD AREA

(EG CORNETTO

TAYLOR SWIFT

AGAINST

MUSIC)

BOTTOM UP:

CONTENT

MATCHED

SPECIFIC

SEARCH AREA

(EG CONTENT

CREATED TO

MEET EXISTING

DEMAND)

DIRECT ATTENTION AROUND

CONTEXT

DIRECT ATTENTION

AROUND WEATHER

RELATED TERMS

DIRECT ATTENTION

AROUND LOCATIVE

SEARCHES (EG

PLACES TO EAT)

43

YOUTUBE

43

BURST

ATTENTION

BORROW

ATTENTIONBORROW

ATTENTION

FORCE

ATTENTION

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

LOW

ATTENTION

44

GET YOUTUBE TO WORK WITH TV

Source: IAB online + TVNeuroInsight SSTV Thinkbox

45

Build Forward encoding

The most powerful ad exposure is the

first. Using multiple media in close

proximity fools the brain into thinking

each exposure in a new medium is the

first, thus boosting processing and

memory encoding.1

MULTIPLIER EFFECT ON ATTENTION

ACROSS SCREENS

46

TV Ads

Reach

9.2%

YouTube

Ads

Reach

6.5%

6.0% Incremental

reach through

YouTube

TV exposureYouTube

campaign

exposure

93% of those exposed to YouTube had no

exposure to the TV campaign

50%

26% 24%31%

23%

46%

Light TV Viewers Medium TVViewers

Heavy TVViewers

YT TrueviewAudience ShareTV Audience Share

Light TV viewers skew toward YouTube

IT HAS WORKED FOR WALL’S

Source: YouTube Wall’s UK analysis

47

MAXIMISE THE FIRST 5 SECS

(IT’S FREE)

48

LONG FORM HOLDS ATTENTION AND

BUILDS EQUITY BETTER

49

FAST AND WIDE DISTRIBUTION

INCREASES SHARING POTENTIAL

50

SHARED CONTENT IS MORE

EFFECTIVE BUT BE CONSCIOUS OF

SCALE

300% MORE

EFFECTIVE THAN

PAIDBASED ON A COMBINATION OF AD-RECALL,

BRAND AWARENESS AND PURCHASE INTENT

2% AVERAGE

EARNED UPLIFT

FROM PAID BASED ON A META ANALYSIS OF OVER 200

DIFFERENT BRANDS

Source: Nielsen Power of Social Study

51

AND SHARE RATES ARE DECLINING

Source: http://www.businessesgrow.com/2014/01/06/content-shock/

52

LOW ATTENTION

BURST

ATTENTION

BORROW

ATTENTION

FULL

ATTENTION

SEARCH (WEATHER

AND LOCATION)YOUTUBE (EXTEND

TV)

SEARCH (BRAND

TERRITORY)

YOUTUBE (LONG

FORM)

YOUTUBE (IMPACT)

Interested/warm

(high interest and/or warm to the brand/message)

Disinterested/cool

(low interest or cool feelings towards brand/message)

Implicit

(focus is on

building or

reinforcing

associations)

Explicit

(focus on

communicati

ng specific

message)

HOW IT COMES TOGETHER

53

WE DON’T NEED PEOPLE’S FULL

ATTENTION THE WHOLE TIME

PLAN FOR DIFFERENT MODES OF

ATTENTION AGAINST JTBD

MAP GOOGLE SUITE BASED ON ROLE

FOR COMMUNICATION