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The Audience Is Not Enough
Mike Florence
CSO PHD UK @MrLoFlo
- 1. Why attention pays
- 2. Share fresh research
- 3. Show new attention tool
The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo 1. - - PowerPoint PPT Presentation
The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo 1. - - PowerPoint PPT Presentation
The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo 1. Why attention pays 2. Share fresh research 3. Show new attention tool Weve found a shopper! Job half-done Connect people to products/brands so clients thrive Fascinated
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We’ve found a shopper!
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Job half-done
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Connect people to products/brands so clients thrive
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Fascinated by attention to all channels
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It pays to pay for attention
30%+ ROI
Source: Admap 2018
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Limited research into attention to adverts in channels
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A new framework for attention
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WHAT’S GOING ON IN HERE?!
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FAST SLOW
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THINKING IN WORDS FEELING VISUALLY
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THINKING WORDS FEELING VISUALLY SLOW FAST
ATTENTION ATTENTION ATTENTION ATTENTION
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Attention Please, a new insight study
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Methodology 2000 x online respondents 8 x media channels
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When using [media] I am not usually doing anything else at the time
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Cinema & print have the strongest attention to CHANNEL in terms of solus focus
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On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to the adverts in [channel]?
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Significant attention to the ADVERTs in cinema & magazines
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On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to [channel]? On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to the adverts in [channel]?
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Interesting conversion between attention to channel & ads
Magazines Newspapers TV Commercial Radio OOH Digital Display [WEBSITES] Social Cinema
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Channel Adverts
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On a scale of 1-5, how much do you agree with the following statement about the different media channels. “The adverts are relevant to me”
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Relevance of ads driving positive perception in print
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On a scale of 1-5, how much do you agree with the following statement about the different media channels. "The adverts are part of the experience”
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Magazine & Cinema advertising is seen as part of the experience
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Less than 1 in 5 agree magazines would be better without advertising
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Our industry is undervaluing channels with high attention to advertising
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“Fancy a fourway?!”
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SLOW FAST THINKING WORDS FEELING VISUALLY
Four processing modes
SOAKING UP STUDYING SKIMMING SCANNING
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SLOW FAST THINKING WORDS FEELING VISUALLY
Four advertising roles
EDUCATE INSPIRE ACTIVATE ENTERTAIN
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SLOW FAST THINKING WORDS FEELING VISUALLY
Smart Energy create comms to match attention type
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Warning!
- ne-dimensional
thinking alert
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SLOW FAST THINKING WORDS FEELING VISUALLY
Capitalise on methods of distribution
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FANCY A FOURWAY?!
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SLOW FAST THINKING WORDS FEELING VISUALLY
Media brands can be consumed in all four ways
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SLOW FAST THINKING WORDS FEELING VISUALLY
LONG COPY TEXT LED SNAPPY HEADLINES LOVE AT FIRST SIGHT PICTURE WORTH A THOUSAND WORDS Creative stimuli
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Look out for high attention to advertising
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Plan the right attention for your brief
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It pays to pay for attention
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Watch this space. . .
Link between attention & biz outcomes Creative impact on attention
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The Audience Is Not Enough
Mike Florence
CSO PHD UK @MrLoFlo