Your attention please: Using AI based solutions to help marketers hold people’s attention for longer

1. Your attention please:
Using AI based solutions
to help marketers
hold people’s attention
for longer
June 2021
Mark Bainbridge
Dragonfly.ai
Hannah Mann
Day One Strategy

2. Sponsors
Communication

3. Your attention please:
Using AI based
solutions to help
marketers hold people’s
attention for longer
NewMR 17th June 2021
Hannah Mann – Founding Partner, Day One Strategy
Mark Bainbridge – Dragonfly .ai

4. Your speakers
Hannah Mann
What is vying for my attention?
Mark Bainbridge
What is vying for my attention?

5. What we will
cover today
The rise of the
attention economy
Predictive attention
AI in helping you win
the battle
The added value for
research
1
2
3

6. The rise of the
attention
economy
1

7. Our attention span is waning,
and it is getting harder and
harder to hold customer’s
attention
A study by Microsoft concluded that
the human attention span has dropped
from 12 to 8 seconds in just a few years
(yes that is less than a goldfish).
Our brains have a limit on how
much visual information can
be processed. And we are all being
reprogrammed to expect answers fast
and easy.
.

8. The modern, digital world where we
are bombarded with thousands of
messages is driving this change
In the pre-cognitive state,
the time required for the
human brain to engage with
a brand message
0.4 secs
The number of ads a
consumer is exposed to on
a daily basis
10,000
Items of content produced
every second
200M

9. 9
There is not an endless supply of
our ‘attention’
Just like any other commodity,
when there is an increase in
demand, yet a limit on supply, it
increases in value
This has created the
concept of the
attention economy

10. Why does this matter?
What
What you say to
customers needs to
cut through the noise
You need to work
much harder just to be
noticed
How
How you communicate
needs to be mindful of
the fact you have only a
fraction of a second to
make an impact
Way
The way you
communicate needs to
make sure the most
important messages
are the ones that get
noticed

11. Predictive
attention AI in
helping you win
the battle
2

12. And you’ll read this last.
You will read this first.
Then you’ll read this.
Then this one.
1
2

13. We have learnt where to direct our attention
based on visual cues

14. Cutting-edge
neuroscience tool that
simulates attention in
the brain
14
Dragonfly AI instantly
predicts what the human
brain sees first when
exposed to any type of
content
The algorithm is based on
the human brain function
and what happens in the
first 1 or 2 seconds of
engagement
The technology has been
refined over 10 years of
lab research by Queen
Mary University London
and validated by MIT

15. Salience
A measure of how well key elements stand
out within the context
Attention regions
Humans will perceive up to a maximum of 5
salient regions when first processing new
visual information
Digestibility flow
A measure of whether a clear visual hierarchy
is present in the design
Dragonfly.ai delivers
attention-based KPIs to
provide a new layer of
analysis

16. LOW
SALIENCY
HIGH
SALIENCY
Dragonfly indexes predicted attention using a combination of heatmaps
and metric score ranging from 1 (no salience) to 100 the highest.
As Dragonfly AI has identified that the human brain can contend with 5
items of content in the initial instance, we are able to score content
regions and identify the content sequence.
High scores over important content are good (80+); low scores over
important content (50 or less) mean that the content is likely to be
missed.
The human brain can contend with 5 items of content, the attention
sequence of information delivery is indicated by the numbers in pink
squares/100.
How it works

17. LOW
SALIENCY
HIGH
SALIENCY
Digital Ads

18. LOW
SALIENCY
HIGH
SALIENCY
In Store

19. LOW
SALIENCY
HIGH
SALIENCY
Digital Aisle

20. LOW
SALIENCY
HIGH
SALIENCY
TVCs, Social and Rich
Media

21. The added value
for research
3

22. 2
2
Ref Professor Karen Nelson-Field, Amplified Intelligence
“We need to move
away from measuring
the probability of
something being seen
to a much more
quantifiable certainty”

23. Providing an in-depth,
advanced understanding of
what gets people’s
attention
23
Going beyond what people say
Both reported and objective measures going beyond
what doctors say to what they actually see and notice
Providing clear executional guidance
Identifying how content should be visually displayed to
be processed optimally and avoid cognitive overload
Identifying drivers of behaviour
change
Identifying core messages that needed to be
delivered to trigger behavioural change, especially
within the context of more complex decision making

24. Ultimately helping clients to optimize
their multi-channel performance and
grow sales
Maximise ROI
Optimise assets
Develop interna guidelines
Advertising
Data informed decisions
Speed up design cycles
Consistency
Creative
Maximise brand reach
Build brand
Boost loyalty
Brand

25. 25
And if that was not
enough…
its fast, frictionless
and cost effective The question is why wouldn’t you
rather than why would you?

26. We combine technology, with human
intelligence to better understand
customers’ wants, needs and behaviours
To help the healthcare Industry make
better decisions
Hannah Mann – h.mann@dayonestrategy.com
Mark Bainbridge - mark@dragonflyai.co

27. Q & A
Ray Poynter
Potentiate & NewMR
Mark Bainbridge
Dragonfly.ai
Hannah Mann
Day One Strategy

28. Sponsors
Communication