This document discusses how media and creative teams can work better together given shrinking consumer attention spans. It notes that our attention span is now less than a goldfish's, yet many companies still create long-form manifesto videos. The document advocates that media and creative teams should educate each other about the current landscape and new video formats, have ongoing discussions to address decreased attention, and treat each other as colleagues focused on the consumer.

1. WHO OWNS VIDEO: MEDIA OR
CREATIVE?
Stacy Armistead
Digital Director

2. Our average
attention span is
now less than a
goldfish
12
2000
12 8
2000 2015
seconds seconds

3. Yet we still create
manifesto videos
Do they speak to today’s
consumer?

4. The Consumer
Who are they?
What interests them?
When/where do they spend
their time?

5. Audience-First: A Mindset for All

6. Lean Back
LONGER SESSION
Not all user behavior is the same
On-The-Go
SHORT ATTENTION SPAN
Lean Forward
INTERESTED

7. Lean Back
LONGER SESSION
Video formats should vary based on receptivity
On-The-Go
SHORT ATTENTION SPAN
Lean Forward
INTERESTED
W A T C H ?

8. Lean Back
LONGER SESSION
Effective video ad formats should consider receptivity
On-The-Go
SHORT ATTENTION SPAN
Lean Forward
INTERESTED
W A T C H ?
AWARENESS
CONSIDERATION/INTENT/
ACTION
AWARENESS

9. Media + Creative

10. 65% of underperforming
campaigns are caused by creative
issues
Source: MetrixLab

11. It starts with the
briefing
Creative + Media
Media + Creative

12. Educate each other
(the way you would
a client)
Dedicated time to speak to
the landscape and new
video ad formats either here
or on the horizon

13. Don’t just set it and
forget it
Ongoing discussions and
approaches to solve for
decreased time and
attention

14. Actually treat each
other like
colleagues
We all have our own IP to
protect – but the key is to
make sure we’re being open
enough for the clients

15. It’s the consumer…
Who Owns Video: Media or
Creative?