Attention is the new currency - Kris De Kock (BD myShopi)
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In 2012 hadden consumenten nog een gemiddelde attention span van 12 seconden. De dag van vandaag nog slechts 8. Het lijkt alsof je als adverteerder meer kans maakt om de aandacht van een goudvis te trekken – met een attention span van 9 seconden – dan de gemiddelde consument.
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Attention is the new currency - Kris De Kock (BD myShopi)
- 1. ATTENTION IS THE NEW CURRENCY Kris De Kock – Innovation Manager
- 3. “
- 8. WE TRY TO ADAPT Different reading strategies: skimming and scanning to process
- 10. Place your screenshot here LET’S MAKE SOME NOISE Even on my personal Facebook page. NOISE NOISE
- 11. A WIDER BANDWIDTH This way the communication between human to human, human to computer and computer to human will happen much faster and we will be able to process more information
- 12. TOO MUCH INFORMATION 9 seconds 12 seconds 8 seconds Concentration goldfish Consumer now Consumer anno 2000
- 13. “"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" Herbert A. Simon was perhaps the first person to articulate the concept of attention economics when he wrote
- 15. WHAT DOES IT MEAN FOR ADVERTISING?
- 16. MORE CHANNELS?
- 19. Average number of advertisement and brand exposures per day per person: 5,000+ Average number of “ads only” exposures per day: 362 Average number of “ads only” noted per day: 153 Average number of “ads only” that we have some awareness of per day: 86 Average number of “ads only” that made an impression (engagement): 12 Source: SJ Insights
- 20. It’s a challenge
- 24. Add some noise
- 25. Simply turning up the volume isn’t working…
- 27. C.A.T.S
- 28. HOW TO GET THE ATTENTION OF THE CONSUMER
- 30. OMNI- CHANNEL ACTIVATION LETTERBOX 92% empties letterbox every day ON THE GO Penetration smartphones Is rising IN STORE Decisions are made in store AT HOME Smart home ≠ future
- 31. 4,5Bn LEAFLETS PER YEAR 4,5m HOUSEHOLDS EVERY WEEK 150k NEWSLETTER SUBSCRIBERS 1,2 mio MYSHOPI APP DOWNLOADS 600k MAU ON MYSHOPI APP & WEB #1 DIGITAL COUPONING & CASHBACK PLATFORM 92% OF ALL BELGIANS OPEN THE LETTERBOX EVERY DAY 82% READS D2D ADVERTISING ALMOST EVERY WEEK
- 32. BUILDING BLOCKS OF ATTENTIVE REACH time creativity relevance value
- 33. 1. WE NEED TIME
- 35. Basis: alle Belgen (n=1088) In every household an average of 2 people reads the promotional leaflet that they find in their letterbox 71% Basis: Belgen zonder anti-reclamesticker (n=849) Reads only paper leaflets Reads paper & digital leaflets Reads only digital leaflets
- 36. High number of reading minutes per week Promotional leaflets 20 minutes Free Press 16 minutes
- 42. BRIEFING Increase number of requests in Flanders Create extra brand awareness SOLUTION Distribution of 350.000 doorhangers Original concept “VERKnOCHT” RESULTS Significant raise in number of requests
- 45. Kriek Liefmans cashback was only published in weekends when the weather was nice and the temperature was above 25 degrees
- 46. BRIEFING Focus on concept ‘meal for tonight’ Create extra brand awareness SOLUTION App notification in combination with a ‘flash cashback’ CONCLUSION App notification is powerful tool to drive engagement
- 48. 1+1 Cashback Participating consumers Sociodemo & Lifestyle mapping Lookalike mapping
- 49. New born 3 months 6 months 1 year 1,5 year Cashback + Survey Targeted Follow up cashback Targeted Follow up cashback
- 51. Place your screenshot here NOTIFICATIONS Show relevant information at the right moment
- 52. LETTERBOX ON THE GOIN STORE AT HOME Push Notif Display ad Online leaflet + newsletter ad Leaflet Website pop-up Mobile leaflet
- 53. 4. CREATE VALUE
- 54. myShopi: #1 promo platform in Belgium SAVE Coupons Leaflets Contests Online shopping promotions FACILITATE Shopping list Shop info Loyalty cards INSPIRE Leaflets Blogposts
- 55. To relax 58% To be inspired 51% Not missing out on things 50% To discover special promotions 84% To look up special promotions in a store 80% To compare a price 66% To know which products there are on the market 64% To look for specific product information 43%
- 56. The promotional leaflet has a positive image
- 57. BRIEFING Opening 1st Ellis Gourmet Burger in Hasselt Attracting visitors during the opening day SOLUTION Doorhanger with coupon Coupon for free burger RESULTS Over 1.000 free hamburgers
- 58. SAMPLING Sampling action of empty bags Local action Extra traffic to the store
- 62. QUESTIONS?
Notas del editor
- I’m happy to welcome you at the lunch&learn of BD myShopi. I hope you will enjoy your lunch and at the same time you can be attentive for the presentation.
- Because this year the subject is attention, or the lack of it.
- What we see is that today we receive 5 times more information as we did in 1986. in average we consume about 34 gb on an average day, just outside work. So in total even more.
- And the content that is shared is not all as interessting. We see trending topics like dogs eating ice cream or pet snakes on leashes. There or 3.390.000 videos about doing the laundry and 497.000 on nose picking. Gadgets like the Banana slicer get too much coverage.
- The internet is only 28 years old and already every 60 seconds 150 million e-mails are sent 29 million whatsapp messages are sent 3,3 million facebook posts 3,8 million google searches 448800 tweets
- Also in our professional lives our brains are bombarded by distractions all day 51% of professionals say there almost at the breaking point with information overload 30 times per hour the average office worker checks their email 4,7 hours per day people spend on their phones 11 minutes the average office worker gets between interruptions. And we spend 1/3 of our day recovering from them
- We can’t cope! Short circuit in the brain
- Different reading strategies: skimming and scanning to process (remember the 100.000 words just outisde work) Skimming refers to looking only for the general or main ideas, and works best with non-fiction (or factual) material. With skimming, your overall understanding is reduced because you don’t read everything. You read only what is important to your purpose Unlike skimming, when scanning, you look only for a specific fact or piece of information without reading everything.
- Our brain adapts and created banner blindness. This is clearly shown on the heat map where readers tend to overlook the advertisments
- Scientists now try to computerize the brain to create a wider bandwith to process all information. This way the communication between human to human, human to computer and computer to human will happen much faster and we will be able to process more information
- And the evolution of our attention span is not looking so shiny. In the year 2000 it still was 12 seconds, so more then our friend here.
- Which means that attention becomes a scarcity. Already in 1971 Herbert A Simon articulated the concept of attention economcs, stating that attention will become a scarcity
- And what is scarce, is valuable… For example the pink star diamond sold at 71,2 million dollar.
- So what does this all mean for advertising in this world of non stop distraction?
- As we have seen over the years the world has become a lot noisier with more and more channels, marketing messages and content competing for the busy and distracted buyers’ limited attention.
- And the advertisements and brand exposures are omni present. Even at my latest skien trip during eastern.
- Multi impressions during diner
- If you add them up we come at more then 5000 advertisement and brand exposures per day per person. But only 12 remain and generate some kind of impression leveraging engagement (0,24%)
- Also in digital, where we can clearly measure everything we see that The average CTR for display ads is 0,08% For promoted tweets this is 0,35% 79% of marketing executives say that it’s a challenge to get and hold the attention of target customers
- For TV according to eye-tracking data gathered from participants who were watching TV , the results show that the majority (55%) of TV advertising time is NOT paid attention to. That advertising time is either spent multitasking (26%), skipping the ads (15%) or switching channels/videos (14%). We live in a state of constant multitasking and multiscreening. Researchers from the American Psychological Association found that switching between activities makes us 40% less productive, while the Institute of Psychiatry at the University of London discovered that ‘second-screening’ lowers your IQ more than smoking marijuana
- This behaviour of switching during the publicity blocks is clearly shown by the stolen slide of VRT. Één: spoed 24/7 VTM: blind getrouwd Vier: De Mol
- and you’re not only competing against other advertising Maru the cat has 289million views on youtube and 500.000 subscribers Kim Kardashian had 6,6 million page viewers Kanye West has 25,2 million followers on Twitter, 19 million views of kanye’s video Famous on youtube
- As marketeer we are adding the noise (off course we don’t look it like that) 78% increase in the amount of content brands produced over the last 24 months $ 5,2 billion spent yearly on content production (in b2b) 76% of marketeers will produce more content this year than last year
- But simply turning up the volume isn’t working 60% decrease in engagement with each piece of content produced in 2014 43% of blog posts receive fewer than 10 interactions 70% of B2B content is never used Merken hebben de afgelopen twee jaar 47 procent meer uitgegeven aan search advertising. In 2016 was de prijsstijging van cost-per-click (CPC) bij search advertising 4,5 keer hoger is dan de inflatie in Europa. De kosten zijn toegenomen met 16 procent, terwijl de inflatiestijging 3,5 procent is. Europese consumenten waren in 2016 gemiddeld 8 seconden korter op iedere website die zij bezochten in vergelijking met een jaar eerder Het rapport laat zien dat binnen de Europese retail- en reissector slechts één op de drie nieuwe websitebezoekers terugkomt. Dit lijkt aan te tonen dat als markteers er niet in slagen om bezoekers aan zich te binden, zij er ook niet in slagen om hen tot klant te maken, concludeert men in het rapport.
- On top of that consumers are blocking the ads. Not only via ad blockers (where Google announced to launch there own), but also by blocking entire websites like facebook, twitter, youtube. Or we all go on a digital detox
- Another initiative that show this is the C.A.T.S.= citizens advertising takeover service. A start-up that raised 27.000 euro through crowdfunding to be able to block all OOH advertising during 1 day in a metro station and replace it by cat pictures
- Pression de temps Surcharge de communication Budget limite
- At BD myshopi we certainly have the reach, both offline and digital with our omnichannel activation platform.
- Wjether it is through the letterbox, at home, on the go or in store we can reach the consumer at any time
- We’ve build up a strong audience, ambassadors and even brand lovers
- Time is the first dominant factor in creating attention
- Folders are a non intrusive advertising medium. You can ‘consume’ them when it is convenient. Folders also have a longer life span as they are kept for several days
- Every year a study is conducted on the impact of door to door. The study 2017 was just completed (by research agency profacts) and shows the continuous interest for D2D. 92% of all belgians read leaflets (paper and digital) In 71% of all households the leaflets are read by 2 or more Even 65% of people with an anti publicity sticker read leaflets
- but not only the reading percentage is high, also the number of reading minutes is impressive. In average, consumers spend 20 minutes reading (or scanning/skimming) the leaflets and 16 minutes for free press. Over the years this time even increased as we can see.
- It is also intresting to see that in general leaflets are paid attention too, also by younger people compared to adverts on line
- Creativity makes that people share attention. Here are some creative examples as inspiration.
- Nivea tracks your kid so that it is not lost.
- A fresh beer, cooled in 5 minutes
- An add that lights up
- Home insurance policies
- Discover the taste of the new fanta
- Time and creativity also need relevance
- First example: Kriek Liefmans An agile promotion action in the summer of 2014, whereby the cashback was only published in weekends when the weather was nice and the the temperature was above 25 degrees
- Second example is a flash cashback during the day with a offer limited in time and really Family 1: redemptions 3.273 promo clicks: 54.009 redemption rate= 6,06%
- Multiple targeting criteria in creating a specific cashback to a given audience increases the relevance for the consumer
- Brands get an extended cashback report with reporting on age, gender, language and region as well as on the price of the product in different retailers In addition, many brands would like to understand better the sociodem & lifestyle info on cashback participants. Therefore, the participants of the cashback action are profiled and mapped onto the sociodem and lifestyle database of DBM Thereafter a lookalike mapping can be applied to get a broader targeting segment ready to address
- A second targeting example comes from Nutricia, whereby parents that redeemed a the Nutrilon cashback will individually receive a follow up cashback for the next Nutrilon type right before their baby reaches the specified age
- Based on the preferences consumers see different cashback actions
- Notifications based on the geo-location
- But offcourse to really reach and create attention an omnichannel campaign like Delhaize did is the most effective
- The last factor to create attention is value. People come in action when the benefit is clear.