Andy Headington presents his keynote from the annual Attention Summit, focusing on how attention is achieved in the digital age. The free digital marketing summit was the first of it's kind introducing attention and welcoming over 150 digital marketers, experts and specialists to the home of Southampton FC. Hosted by award-winning digital marketing agency Adido. The talk covers how brands can accomplish attention, through content and social strategy that captivate audiences, as well as how brands can stand out using smart marketing to tackle the attention problem. Watch the keynote talk here: https://www.youtube.com/watch?v=XC-J0AC5bAw

1. #AttentionSummit
Marketing in the attention age
Andy Headington
CEO
Adido

2. YOUR NEXT 30 MINUTES
• Who am I?
• What is attention?
• The attention problem
• Marketing in the attention age
AGENDA

3. 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

5. WHAT IS ATTENTION?

6. 1. notice taken of someone or something; the regarding of someone or something as interesting or important.
2. the action of dealing with or taking special care of someone or something.
3. sympathetic consideration of the needs and wants of others
In its purest sense, attention is the action of focusing on one particular idea or task over a multitude of others.
ATTENTION:

10. THE ATTENTION PROBLEM

11. THE ATTENTION PROBLEM
• The (media) world has changed
• We are all publishers
• From scarcity to obesity
• No one pays attention

12. FROM SCARCITY
TO OBESITY

13. DIGITAL INFORMATION CREATED
EACH YEAR,GLOBALLY
ZETTABYTES (ZB) OF DATA
Sources: IDC, Radicati Group, Facebook, Trresearch, Pow Internet, Oracle
2000%
EXPECTED INCREASE IN
GLOBAL DATA BY 2020
75%
PERCENTAGE OF ALL
DIGITAL DATA CREATED
BY CONSUMERS
111MB
VIDEO & PHOTOS
STORED BY FACEBOOK,
PER USER
0
5
10
15
20
25
30
35
40
45
50
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
1,000,000,000,000,000,000,000

14. WE’RE ADDICTED TO
CHECKING OUR PHONES
58%
OF SMARTPHONE USERS
DON’T GO
1 HOUR
WITHOUT CHECKING
THEIR PHONES
Sources: Lookout
150

16. ATTENTION IS HIGHLY MULTITASKED
THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY

17. “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

18. SATYA NADELLA, CEO MICROSOFT

19. SATYA NADELLA, CEO MICROSOFT

23. FACEBOOK AD PERFORMANCE BY INDUSTRY
AVERAGE CLICK-THROUGH RATE

24. AD RECALL BY TIME IN VIEW (DELTA)
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 (DELTA)

27. MARKETING IN THE ATTENTION AGE

31. PEOPLE BUY ON EMOTION AND JUSTIFY WITH LOGIC.
HERE’S THE SHORT RULE OF THUMB:
SELL TO MR. RATIONAL FOR SIMPLE SALES
AND MR. INTUITIVE FOR COMPLEX SALES
https://hbr.org/2015/01/when-to-sell-with-facts-and-figures-and-when-to-appeal-to-emotions

34. There are two tactics. Either, seek out the rare
moments when consumers are forced to concentrate
deeply, the cinema being a prime example, or accept
that consumers will only be paying partial attention
and brutally simplify the copy. Make it shorter and
simpler. Brands that adapt will be at an advantage
compared to those who don't.

35. There are two tactics. Either, seek out the rare
moments when consumers are forced to concentrate
deeply, the cinema being a prime example, or accept
that consumers will only be paying partial attention
and brutally simplify the copy. Make it shorter and
simpler. Brands that adapt will be at an advantage
compared to those who don't.

36. “CONTENT SHOULD FULFIL AT LEAST
ONE OF THESE THREE CONDITIONS:
IT ENTERTAINS,
IT CHALLENGES
OR IT COMES FROM GENUINE
EXPERTISE.”
TOM WEBSTER, EDISON RESEARCH

37. • 800W
• 2 L Glass Jar
• With spatula
• ProBlend6
AVANCE COLLECTION
BLENDER

41. FOOTBALL / MUSIC (90+ MINS)
CANDY CRUSH (2-3 MINS)
GREAT CONTENT (< 3 MINS)

42. “(TO ADAPT TO CHANGING ATTENTION SPANS)… THERE ARE TWO
TACTICS.
EITHER, SEEK OUT THE RARE MOMENTS WHEN CONSUMERS ARE
FORCED TO CONCENTRATE DEEPLY, THE CINEMA BEING A PRIME
EXAMPLE, OR ACCEPT THAT CONSUMERS WILL ONLY BE PAYING
PARTIAL ATTENTION AND BRUTALLY SIMPLIFY THE COPY. MAKE IT
SHORTER AND SIMPLER. “
RICHARD SHOTTON, ZENITHOPTIMEDIA

43. http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067

44. http://www.huffingtonpost.co.uk/richard-shotton/advertising-attention-span_b_9582922.html?1459437047&ncid=tweetlnkushpmg00000067

45. WHAT CAN YOU DO
DIFFERENTLY?
• Stop with the attention grabbing and be more
attention worthy – what do you stand for?
• Think more about how to connect emotionally
with your content and messaging
• Connect with your users at the right time and
the right place

46. QUALITY OVER QUANTITY.
DEPTH OVER WIDTH.
REACH DOES NOT EQUAL VALUE AND FOLLOWER COUNT DOESN’T
MEAN PEOPLE ARE LISTENING.
… STOP FOCUSING ON OPTIMIZING THE NUMBER OF VIEWS AND
INSTEAD CONCENTRATE ON MAKING EACH ONE OF THOSE VIEWERS
CARE ABOUT YOUR BRAND.
BECAUSE, AT THE END OF THE DAY, THAT’S THE ONLY WAY YOU’LL
DRIVE RESULTS TO YOUR END GOAL.
GARY VAYNERCHUCK, APRIL 16 2016

47. THANK YOU

48. EXPLORE. CAPTIVATE.CREATE.
© Adido 2016
01202 586 300
HELLO@ADI.DO
WWW.ADI.DO
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