The battle of attention on the Internet and how to earn it.

1. HOW YOU CAN EARN
ATTENT!ON
in the digital world
Dimitris Savvakos - Creative Director - OgilvyOne Athens

2. DISTRACTION
The ability of our brain to protect us from
the dangers around us by moving our focus
into something dangerous

3. THE AGE OF DISTRACTION
Attention Span
2000
2016
12 sec
8 sec
9 sec

4. ATTENTION IS THE CURRENCY
OF THE INTERNET
Traditional Economy → Scarce Resources
Information Economy → Unlimited Resources → Limited Time

5. TRADITIONAL MEDIA
Media Buying → Buying Attention

6. DIGITAL MEDIA
• Fragmentation of channels
• Banner Blindness / Content Blindness
• Banner Blockers
• Fraud Metrics / Click Bots

7. “THE DAYS OF GIVING
DIGITAL A PASS ARE OVER.”
- Marc Pritchard P&G

8. BEFORE THE INTERNET
YOU COULD BUY ATTENTION.
NOW YOU HAVE TO EARN IT.

9. EARN ATTENTION AGAINST:
• Content creators
• Media organisations
• Friends & Social Circle

10. “WE HAVE EVOLVED AS AN
INDUSTRY TO ADD MORE
FORMS OF CREATIVITY, BUT
MOST OF THEM ARE STILL
BASED ON ONE FUNDAMENTAL
TRUTH: THAT WE CAN BUY THE
CONSUMER. THAT TRUTH IS NO
LONGER UNBREAKABLE.”
- Pj Pereira

11. 4 TIPS TO EARN
ATTENT!ON
in the digital world

12. Tip 1

13. Everyday we get exposed
to more than 5.000 ads

14. USE A POWERFUL SINGLE PICTURE
Tip 1

15. “Fearless Girl”
https://youtu.be/fADyZ2NL-xY

16. “Meet Graham”
https://youtu.be/7FQpjCauL0w

20. Tip 2

21. These famous comedians where last born children in
their families, so they developed humour to grab attention.

22. ENTERTAIN TO GET NOTICED
Tip 2

23. “The World’s Biggest Asshole”
https://youtu.be/TeVLxcekEsw

24. Tip 3

25. The unpredicted disconnections of the military telegraph
forced journalists to prioritise information.

26. LEAD
VERY IMPORTANT
IMPORTANT
not important
dull

27. DON’T BURRY THE LEAD
Tip 3

28. Recent Hollywood trailers include a short clip
at the beginning with the most important information.
https://youtu.be/xrzXIaTt99U

29. Tip 4

30. GRAB ATTENTION WITH A STICKY IDEA
Tip 4

31. “Man Boobs”
https://youtu.be/ka3dudyaN3E

32. USE A POWERFUL SINGLE PICTURE
Tip 1
ENTERTAIN TO GET NOTICED
Tip 2
DON’T BURRY THE LEAD
Tip 3
GRAB ATTENTION WITH A STICKY IDEA
Tip 4

33. "ATTENTION IS A LIMITED RESOURCE,
SO PAY ATTENTION TO WHERE YOU
PAY ATTENTION."
- Howard Rheingold

34. Instagram @sawakos Twitter: @savvakos
dimitris.savvakos@ogilvy.com
THANK YOU