planning with attenion - refreshment@google day
TRANSCRIPT
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
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
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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