Nickie Scriven and Peter Pynta present 'Demystifying the Attention Economy The Building Blocks for Capturing Attention' at Mumbrella360, 2022

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1. The document discusses whether attention is the right measure of advertising effectiveness or if impact is a better measure. It argues that attention is necessary but not sufficient, and that quality of engagement and memory encoding are also important. 2. It presents a mental communications spectrum showing different levels of mental processing from visual attention to long term memory encoding. Eye tracking only correlates 15% to memory encoding. 3. Building brand identity through consistent branding, creative messaging, emotion and experience across different contexts and touchpoints is important for driving impact along the customer journey.

Marketing

1
Nickie Scriven – CEO, Zenith Australia Peter Pynta – CEO, Neuro Insight APAC

2
IS THE BUZZ OF “ATTENTION ECONOMY”
A LITTLE TOO NARROW?
Is eye tracking the right measure for attention?
Should we be measuring Attention or Impact to determine the success / effectiveness of our advertising?

5
5
THE MENTAL COMMUNICATIONS SPECTRUM
Source: Neuro Insight Pty Ltd
The Goal
Get into the mind of the
Consumer
Mental Availability
The Measure
Long Term Memory
Encoding
Eye Movement
Gaze
Gaze
0% 100%

6
6
THE MENTAL COMMUNICATIONS SPECTRUM
Source: Neuro Insight Pty Ltd
The Goal
Get into the mind of the
Consumer
Mental Availability
The Measure
Long Term Memory
Encoding
Eye Movement
Gaze
Gaze
0% 100%
The Measure
Visual Attention
15% correlation to
Memory Encoding
Audio / Sound
Frequency Effects
Priming Effects
Storytelling
Moments / A Glance
The Subconscious
Low Attention Processing
Creative
Context
Emotion
15%

10
Memory Encoding Significantly Higher with the
Chime

12
DATA HIERARCHY –
MEDIA QUALITY
Reach / Audience
Attention
Channel Impact
Within Channel
Impact

14
CORRELATES TO SALES
Neuro
Impact
Factor
The Relationship
86% Correlation
Advertising Sales Effectiveness Score
Low
High

15
LISTENING TO ADS IN CONTEXT
Source: Neuro Insight.
Stronger branding in long term memory

16
CROSS MEDIA EFFECTIVENESS
Unprimed Exposure Primed Exposure
Priming Effects
Data – Radio &
OOH Mediums
in Combo

18
SPONSORSHIP
ESTIMATOR – NEURO
IMPACT FACTOR –
BROADCAST
SPONSORSHIP
What the data tells you.

20
20
ATTENTION VS IMPACT
Beware of attention – Let’s measure Impact

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Nickie Scriven and Peter Pynta present 'Demystifying the Attention Economy The Building Blocks for Capturing Attention' at Mumbrella360, 2022

1. 1 Nickie Scriven – CEO, Zenith Australia Peter Pynta – CEO, Neuro Insight APAC

2. 2 IS THE BUZZ OF “ATTENTION ECONOMY” A LITTLE TOO NARROW? Is eye tracking the right measure for attention? Should we be measuring Attention or Impact to determine the success / effectiveness of our advertising?

3. 3 ATTENTION IS NECESSARY BUT NOT SUFFICIENT There is no silver bullet Eye-tracking and “Attention” is necessary but not sufficient We should be exploring quality in media – particularly in digital ecosystem But is eye tracking really the right measure? We need to understand the building blocks of brand and what actually drives attention Then we need to measure the “Impact” of our comms in media

4. 4 ATTENTION – WHAT IS IT?

5. 5 5 THE MENTAL COMMUNICATIONS SPECTRUM Source: Neuro Insight Pty Ltd The Goal Get into the mind of the Consumer Mental Availability The Measure Long Term Memory Encoding Eye Movement Gaze Gaze 0% 100%

6. 6 6 THE MENTAL COMMUNICATIONS SPECTRUM Source: Neuro Insight Pty Ltd The Goal Get into the mind of the Consumer Mental Availability The Measure Long Term Memory Encoding Eye Movement Gaze Gaze 0% 100% The Measure Visual Attention 15% correlation to Memory Encoding Audio / Sound Frequency Effects Priming Effects Storytelling Moments / A Glance The Subconscious Low Attention Processing Creative Context Emotion 15%

7. 7 BUILDING BLOCKS OF SUCCESS AND IMPACT

8. 8 8 THE POWER OF CONSISTENT BRAND IDENTITY

9. 9 9 SONIC BRAND IDENTITY

10. 10 Memory Encoding Significantly Higher with the Chime

11. 11 HOW TO DRIVE IMPACT ALONG THE CX JOURNEY Brand Identity: Logo, visual & sonic brand codes Creative and messaging Emotion Creative and messaging Emotion Rational drivers Context: right message/creative, right place, right time Experience Emotion, relevance Reinforce rational drivers

12. 12 DATA HIERARCHY – MEDIA QUALITY Reach / Audience Attention Channel Impact Within Channel Impact

13. 13 13

14. 14 CORRELATES TO SALES Neuro Impact Factor The Relationship 86% Correlation Advertising Sales Effectiveness Score Low High

15. 15 LISTENING TO ADS IN CONTEXT Source: Neuro Insight. Stronger branding in long term memory

16. 16 CROSS MEDIA EFFECTIVENESS Unprimed Exposure Primed Exposure Priming Effects Data – Radio & OOH Mediums in Combo

17. 17 17

18. 18 SPONSORSHIP ESTIMATOR – NEURO IMPACT FACTOR – BROADCAST SPONSORSHIP What the data tells you.

19. 19 Impact over 14 nights Entertainment brand SPONSORSHIP ESTIMATOR – LEGO MASTERS Auto brand

20. 20 20 ATTENTION VS IMPACT Beware of attention – Let’s measure Impact

21. 21

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