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The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo 1. - PowerPoint PPT Presentation

Mar 11, 2024 •263 likes •679 views

The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo 1. Why attention pays 2. Share fresh research 3. Show new attention tool Weve found a shopper! Job half-done Connect people to products/brands so clients thrive Fascinated

  1. The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo

  2. 1. Why attention pays 2. Share fresh research 3. Show new attention tool

  3. We’ve found a shopper!

  4. Job half-done

  5. Connect people to products/brands so clients thrive

  7. Fascinated by attention to all channels

  8. It pays to pay for attention 30%+ ROI Source: Admap 2018

  9. Limited research into attention to adverts in channels 9

  11. A new framework for attention

  12. WHAT’S GOING ON IN HERE?!

  13. SLOW FAST 13

  15. THINKING FEELING IN WORDS VISUALLY

  16. SLOW ATTENTION ATTENTION THINKING FEELING WORDS VISUALLY ATTENTION ATTENTION FAST

  17. Attention Please, a new insight study

  18. Methodology 2000 x online respondents 8 x media channels

  19. Cinema & print have the strongest attention to CHANNEL zbxcvbxcvb in terms of solus focus When using [media] I am not usually doing anything else at the time

  20. Significant attention to the ADVERTs in cinema & magazines zbxcvbxcvb On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to the adverts in [channel]?

  21. Interesting conversion between attention to channel & ads zbxcvbxcvb 45% Cinema 40% Magazines 35% 30% Newspapers Adverts 25% 20% TV Commercial Radio 15% Social Digital Display 10% OOH [WEBSITES] 5% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Channel On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to [channel]? On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to the adverts in [channel]?

  22. Relevance of ads driving positive perception in print zbxcvbxcvb On a scale of 1-5, how much do you agree with the following statement about the different media channels. “The adverts are relevant to me”

  23. Magazine & Cinema advertising is seen as part of the zbxcvbxcvb experience On a scale of 1-5, how much do you agree with the following statement about the different media channels. "The adverts are part of the experience”

  24. Less than 1 in 5 agree magazines would be better without advertising

  25. Our industry is undervaluing channels with high attention to advertising

  26. “Fancy a fourway ?!”

  27. Four processing modes SLOW STUDYING SOAKING UP THINKING FEELING WORDS VISUALLY SKIMMING SCANNING FAST

  28. Four advertising roles SLOW EDUCATE INSPIRE THINKING FEELING WORDS VISUALLY ACTIVATE ENTERTAIN FAST

  29. Smart Energy create comms to match attention type SLOW THINKING FEELING WORDS VISUALLY FAST

  30. Warning! one-dimensional thinking alert

  31. Capitalise on methods of distribution SLOW THINKING FEELING WORDS VISUALLY FAST

  34. FANCY A FOURWAY?!

  35. Media brands can be consumed in all four ways SLOW THINKING FEELING WORDS VISUALLY FAST

  36. Creative stimuli SLOW PICTURE WORTH LONG COPY A THOUSAND TEXT LED WORDS THINKING FEELING WORDS VISUALLY SNAPPY LOVE AT HEADLINES FIRST SIGHT FAST

  37. Look out for high attention to advertising

  38. Plan the right attention for your brief

  39. It pays to pay for attention

  40. Watch this space. . . Link between attention & biz outcomes Creative impact on attention

  41. The Audience Is Not Enough Mike Florence CSO PHD UK @MrLoFlo

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