David Germano is the vice president of content marketing and managing director of Magnetic Content Studios, a division of Cincinnati-based Empower MediaMarketing, focused on sustained content marketing. For more than 15 years Germano has helped brands develop and operationalize content marketing strategies that drive meaningful audience engagement. Germano joined Empower MediaMarketing and launched the content studios in 2011 directly from his previous role as the general manager of ManoftheHouse.com, a joint venture between BBDO’s Proximity and Procter & Gamble Entertainment. An early adopter of content marketing, Germano has helped numerous brand marketers develop content marketing strategies that help brands sustain marketing innovation and deliver business results.

1. The Economics of Attention
Insights into the Future of the Attention
Business
VP, Managing Director, Magnetic Content
Studios
Part of Empower MediaMarketing
@David_Germano

2. WTF ………
is going on with the
communications
industry?

3. A massive
transformation is
underway
It is difficult to see the
enormity of it.

4. Ever wonder……
Why These Companies
Are Worth So Much?
$191B
$234B
$175B
$31B $26B
$33B
Total Market Cap ≈
$700B
$19B

5. The
Old Guard
$62B
Total Market Cap ≈
$127B
$65B

6. A new
value system
is
rapidly emerging
Revenue 1/2
Market Cap 6X

7. These companies……
“traffic in attention.”
“It’s their primary asset.”

8. Human attention is the
fastest appreciating
limited natural resource.
The ramifications will
impact every industry
that relies on
communications
The Attention
Economy

9. We are constantly
processing how to
allocate it.
It’s getting harder!

10. The expanding gap
between these
equivalized growth rates
represents an enormous
opportunity for
innovation and
disruption.
Equivalized Growth Rates
Population Growth
Growing
Gap

11. A very robust market
focused on processing
information more
efficiently is beginning to
form.
“Thanks to the efficiency of our surplus economy, many more
people afford enormous capacity to spend economically
inactive time online.
While a growing sector of our economy can focus entirely on
commanding an increasing share of this economic inactivity.”
Esther Dyson, Edventure.com

12. More and more
organizations and
individuals will endeavor
to produce or curate
content without the
intent of driving an
immediate or direct
financial transaction.
Rise of the Intermediary

13. Both have created
enormous value
by capitalizing on natural
evergreen human
behavior - learning and
socializing, respectively.
They’ve become a
critical intermediary
between brands and
publishers trying to
reach and monetize
audiences.

14. Since 2011:
⋙ 1B active mobile
users
⋙Increased avg. daily
user engagement from
15 min. to 40 min.
⋙ Increased their share
of referral traffic to the
open web from 6% to
25%

15. Ramifications:
⋙ More of the
publishing industry is
becoming dependent
on them for financial
viability
⋙
Editorial/entertainment
content is crowding
out user and brand
content
⋙ Facebook is rivaling

16. The intermediaries that
are responsible for
distributing attention for
the media industry

17. New intermediaries will
emerge across many
broad and niche sectors
of our economy.

18. PricewaterhouseCoopers
Estimates that the sharing
economy will balloon to
$325B in the next 10
years.
Both Lyft and Uber each
have goals of becoming
media platforms for other
brands.

19. ⋙ IOS represents about
20% of the market.
⋙ The only device
purveyor heavily
invested in content.
⋙Apple’s watch is
about helping you
connect to the internet
of things.
⋙Apple is investing
heavily in the business
of attention.
⋙ On Pace to be the 1st
$1 Trillion company

20. “To engage in inventive
thinking during those
idle hours requires
silence.”
When the focused can
treat the minds of the
distracted as a resource,
this is not merely
creating wealth, but a
transfer of wealth.
Image by Viktor Hachmang
The Cost of Paying
Attention

21. Business will turn its
attention to next critical
frontier unlocking and
harnessing the human
mind.

22. Those who can make
some abstract sense of
the incredibly complex
and seemingly messy
communications world
that we live in will
accumulate a
disproportionate share of
attention.
Convergence
By Jackson Pollock

23. Thanks For Your Attention
VP, Managing Director, Magnetic Content
Studios
Part of Empower MediaMarketing
@David_Germano