April 24, 2019 Presented by Preeya Vyas

1. Competing &
Rewarding Consumers
in the Attention
Economy

3. The Attention Economy Has Developed
Some Natural Enemies
NEW ATTENTION BASED MODELS
THE SECRET TECH TAX
UNFORGIVING, INTERCONNECTED ECOSYSTEM
COMPLETE CONSUMER CONTROL (BUBBLES / AD
BLOCKERS / FORTRESSES / SCREEN BLOCKERS)

4. Platforms like Hulu and Spotify demand
attention from consumers to unlock
streaming content.
Facebook in-stream ads and mid-roll are
a win for advertisers, but not for
consumers.
Snapchat’s AR capabilities surely increase
time spent with brands, but fail to close the
loop.
NEW MODEL FOR ATTENTION

5. THE SECRET AD TAX
$25 /Month
70 Trackers
600 MM Devices
Blocked

6. ADVERTISERS
USERS / WATCHERS
PUBLISHERS / NETWORKS
UNHEALTHY RELATIONSHIPS

7. WINNING THE NEXT
GENERATION OF
ATTENTION

8. CONSUMERS AREN’T SEEING THE
VALUEAD BLOCKING HAS BECOME THE NORM, AND THE
MAJORITY OF MILLENNIALS AND GEN Z USE TWO OR
MORE AD BLOCKERS TO CONTROL THE NOISE.
64% of people with AdBlock
say they have it because
the ads they see are
annoying or intrusive.
Apple’s latest iOS versions now come with ad blocking technology built in.

9. PRACTICAL
1995 - Present
Silent Generation
AMBITIOUS
1925 - 1945
Generation X
SKEPTICAL
1961 - 1980
Boomers
OPTIMISTIC
1946 - 1960
Millennials
HOPEFUL
1981 - 1995
Generation Z
GEN Z’S KEY CHARACTERISTIC

10. The Great
Recession
A Volatile
Job Market
Loss of
Privacy
New Views on
Education
Unprecedented
Access to
Information
WHAT IS SHAPING THEM?

11. BIG ISN’T BAD

12. YOUTHFUL
ASSUMPTION
Young people romanticize
independent brands with
a social vision because
character adds value.
Understanding a dollar’s
worth, they’re looking for
either a good deal, great
quality, or an iconic name —
not just a nice story.
XPLORING
INSIGHT

13. The Next Attention Generation
Gen Z
SEEN&HEARD
$
PRACTICAL BENEFITS (L’OREAL
NYX)
The two most
important factors
for determining
whether to buy a
product are a
reasonable price
and well made
PROVENANCE STORIES (STARBUCKS)
“I’m sure everyone would buy
organic if they could, but cost
is just more important.”
– Connor, 14, Tampa, FL
“I love Lululemon because it
lasts. Their headbands never
snap.”
– Ella, 12, Tampa, FL
#FACT

14. Imaginative
CREATIVE STRATEGY
Practical

15. Sephora eliminates the
endless hunt for the right
shade and the mess that
comes with finding it, while
keeping the play in beauty.
PRACTICAL

16. When everyone has the same view, discoverability becomes a challenge. Spotify’s investing in tech to make the Discover Weekly of podcasts.
PRACTICAL

17. Black Mirror: Bandersnatch
Ensure active viewing by having consumers direct the drama
IMAGINATIVE

18. LET THE MACHINE
DECIDE
REWARD

19. VALUE EXCHANGE
UNIT FOR UNIT TRANSPARENCY

20. REPRISE
ATTENTION
ECONOMY