The document discusses how peak attention is reshaping the advertising landscape. It notes that all available attention has now been captured by a small number of major apps and platforms. Early adopters, who are influential in driving technology adoption and company success, are increasingly difficult for advertisers to reach as they actively block online ads and skip video ads. This peak attention makes traditional interruptive advertising untenable. The future will require exclusive, high-quality content and finding new ways to engage customers without wasting their time or disrupting their experience.

1. Georgia Meyer
MIDiA Research
November 2018
The Attention
Economy
How Peak Attention is Redrawing
the Advertising Landscape
http://midiaresearch.com

2. • All available attention has now been
captured
• Silicon Valley execs ban their children
from smart phones
• Our phones now have timers to limit our
use of…our phones
• Voice notes and voice control are the
saviors from screen time
• ‘Texting’ = emojis and gifs
“Down Time?! What Down Time?!”

3. 7% 8%
14%
17%
23%
28%
35%
43% 45% 46%
60%
69%
Apple Music Amazon
Prime Music
Snapchat Amazon
Prime Video
Spotify Twitter Instagram Facebook
Messenger
WhatsApp Netflix YouTube Facebook
Your Competition Is Not Your Competition
Source: MIDiA Research Consumer Survey Q1 2018, US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden, UK n = 7,758
Music, Video and Social Media Apps, Weekly Active User Penetration, Q1 2018
%WAUpenetration

4. Source: MIDiA Research Consumer Survey Q1 2018, US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden, UK n = 7,758
7%
14%
17%
45%
35%
23%
60%
46%
20%
31%
51% 49% 49%
39%
64%
71%
22%
36% 38%
63% 64% 66%
77%
81%
Apple Music Snapchat Amazon Prime
Video
WhatsApp Instagram Spotify YouTube Netflix
Consumer Average Echo Owners Music Subscribers
Early Adopters Are Difficult for Advertisers to Reach
Music, Video and Social Media Apps, Weekly Active User Penetration Amongst All Consumers, Echo Owners and Music
Subscribers, Q1 2018
%WAUpenetration
Advertising Opportunity No Advertising Opportunity
Early Adopters Are Always On And Always In Charge

5. Early Adopters Are The Litmus Test Of The Digital Economy
• Early adopters create and catalyse digital transformation
• Content success lives and dies by their consumption choices
• Technology company share prices are inextricably linked to
their consumption choices
• Early adopters are an indispensable audience segment

6. Source: MIDiA Research Consumer Survey Q1 2018, US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden, UK n = 7,758
8%
14%
22%
28%
40%
11%
17%
26%
29%
39%
12%
20% 21%
36%
50%
Block online ads on my
smartphone
Block online ads on my desktop
/ laptop
When watching recorded TV
shows usually skip ads
Usually skip video ads rather
than watch them
Usually skip video ads on
YouTube
Consumer Average Echo Owner Music subscribers
Peak Attention Makes Served Ads Untenable
Consumer average, Echo owner and music subscriber responses to advertising, Q1 2018
%WAUpenetration

7. ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
The Future is Uncompromising
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅 ⚰️ ☠️📲 🎥 😷🏃‍♀️ ⌛️ 🔫 🏄‍♀️ 💅
• Wasting consumer time is the highest offence
• Exclusive content and celebrities will lose their value
• Brand values differentiate from homogenized content
• VC backed platforms will have to diversify content
• Subscriber revenues will become ever more instrumental
• ‘Political’ brands will operate behind paywalls with legitimacy
• The ‘underground’ will be reinvigorated

8. Contact: Georgia@midiaresearch.com
Phone: +44 (0) 20 39 68 2453
Email: info@midiaresearch.com
Blog: http://midiaresearch.com/blog
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