The document discusses planning communications strategies in the context of limited consumer attention. It notes that technological advances have led to an abundance of content and advertising competing for scarce attention. As such, brands must find ways to get noticed using different levels of attention, from low to full. The document proposes mapping Google's suite of tools to strategically borrow, burst, force or direct attention based on a brand's territories and whether consumers have high or low interest. It provides examples of using search for low attention awareness, YouTube to extend TV campaigns or drive long-form content. The overall message is the need for multi-platform plans tailored to the mode of attention required.

1. PLANNING
WITH
ATTENTION

2. 2

3. 3
MOORE’S LAW + KOOMEY’S LAW + DECLINING
STORAGE COST
Source: Moore’s Law Transistor Count 2011, Wikipedia
Koomey’s Law, power of efficiency parallels Moore’s Law, phys.org
Deloitte Shift Index

4. 4

5. 5

6. 6

7. 7

8. 8

9. Watches, taxis, cli
9

10. 10

11. LOTS OF THINGS
11
Source: Cisco Internet of Things study 2012

12. 12
287 PIECES OF
ADVERTISING
EVERYDAY Source: http://www.marahcreative.com/blog/2011/06/287-ads-seen-a-day/

13. 13
4,587 PIECES
OF CONTENT
ON
FACEBOOK
Source: Social Bakers

14. 14
ABUNDANCE OF MEDIA
SCARCITY OF ATTENTION

15. 15
THE VALUE
EXCHANGE
≠

16. 16

17. 17
POLARIZATION OF
ATTENTION
Source: Quartz Curve, Content Analysis 2014

18. THE FEED
18
LIGHT,
SCATTERED

19. 19
THE BINGE
DEEP, FOCUSSED

20. 20
WE CAN BUY ATTENTION
AN AVERAGE OF 0.5%
POINTS OF SHARE GROWTH
CAN BE EXPECTED PER 10%
POINTS OF ESOV
(SHARE OF VOICE MINUS SHARE OF MARKET)
Source: Peter Field: How Share of Voice Wins Share of Market, IPA Databank

21. 21
BUT IT’S CREATIVITY THAT
EARNS YOU ATTENTION
CREATIVELY AWARDED
CAMPAINGS GENERATE 11X
MORE SHARE GROWTH PER
10 POINTS OF ESOV THAN
NON AWARED CAMPAIGNS
Source: Peter Field: How Share of Voice Wins Share of Market, IPA Databank

22. IN THE NEW
ATTENTION ECONOMY
THE CHALLENGE
BRANDS FACE IS
GETTING NOTICED
24

23. 25
WE ASSUMED THAT EVERYBODY
GAVE THEIR FULL ATTENTION

24. “WE PROCESS MARKETING MESSAGES AT
LEAST AS MUCH WHEN WE ARE PAYING
LITTLE OR NO ATTENTION TO THEM AS WE
DO WHEN WE CONSCIOUSLY TAKE THEM ON
BOARD”
- ROBERT HEATH
26
LOW INVOLVEMENT PROCESSING
Source: Robert Heath – The Hidden Power of Advertising, 2001

25. 27
SYSTEM 1: AUTOMATED AND FAST
Kahneman, D. (2003). Maps of bounded rationality: A perspective on intuitive judgment and choice.

26. 28
WHICH IS THE RECOGNISED BRAND?
Source: Phil Barden – Decode: The Science of Why We Buy

27. 29
PLANNING WITH ATTENTION
LOW
ATTENTION
FORCE
ATTENTION
BORROW
ATTENTION
DIRECT
ATTENTION

28. 30
A WAY OF THINKING ABOUT
COMMUNICATIONS
COMMON ICE CREAM JTBDs
MAINTAIN SALIENCE
BUILD EQUITY IN
BRAND TERRITORY
DRIVE NPD
CONVERSION
LOW ATTENTION
BORROW ATTENTION
FORCE ATTENTION
DIRECT ATTENTION

29. 31
LOW ATTENTION
Source: Unilever CMI

30. 32
BORROW ATTENTION
9
8
7
6
5
4
3
2
1
0
Unaided Brand
Awareness
Aided Brand
Awareness
Online ad
awareness
Message
association
Contextual
No context
Brand
Favourability
Purchase
Intent
Source: Thinkbox Screenlife 2011

31. 33
FORCE ATTENTION

32. 34
DIRECT ATTENTION

33. 35
AS PART OF THE COMMS MODEL
(high interest and/or warm to the brand/message)
LOW
Interested/warm
ACTIVATING REINFORCING
ATTENTION
BURST
ATTENTION
BORROW
ATTENTION
FULL
ATTENTION
IMPACTING AUGMENTING
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)

34. 36
AS PART OF THE COMMS MODEL
LOW
FULL
ATTENTION
BURST
ATTENTION
BORROW
ATTENTION
FULL
ATTENTION
LOW
ATTENTION
BORROW
ATTENTION
FORCE
ATTENTION
Interested/warm
(high interest and/or warm to the brand/message)
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)

35. 37
PORTFOLIO MODEL
LOW
ATTENTION
BURST
ATTENTION
BORROW
ATTENTION
FULL
ATTENTION
Interested/warm
(high interest and/or warm to the brand/message)
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)

36. 38
WHAT DOES THIS MEAN FOR AN
APPROACH WITH GOOGLE

37. 39
SEARCH
BORROW
ATTENTION
DIRECT
FULL
ATTENTION
ATTENTION
BORROW
ATTENTION
Interested/warm
(high interest and/or warm to the brand/message)
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)

38. 40
BORROW ATTENTION FOR EQUITY
TERRITORIES
Social causes, festivals
Fashion/Film/Celebrity Food for Foodies
Love, Music
Sun & Fun
Adventurous Play
Joyful family moments

39. 41
SEARCH IS AN OPPORTUNITY TO
CONNECT TERRITORY INTEREST WITH
CONTENT
TOP DOWN:
CONTENT
MATCHED
AGAINST
BROAD AREA
(EG CORNETTO
TAYLOR SWIFT
AGAINST
MUSIC)
BOTTOM UP:
CONTENT
MATCHED
SPECIFIC
SEARCH AREA
(EG CONTENT
CREATED TO
MEET EXISTING
DEMAND)

40. DIRECT ATTENTION AROUND
CONTEXT
DIRECT ATTENTION
AROUND WEATHER
RELATED TERMS
DIRECT ATTENTION
AROUND LOCATIVE
SEARCHES (EG
PLACES TO EAT)

41. 43
YOUTUBE
BURST
ATTENTION
BORROW
BORROW
ATTENTION
ATTENTION
FORCE
ATTENTION
Interested/warm
(high interest and/or warm to the brand/message)
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)
LOW
ATTENTION

42. 44
GET YOUTUBE TO WORK WITH TV
Source: IAB online + TV
NeuroInsight SSTV Thinkbox

43. 45
MULTIPLIER EFFECT ON ATTENTION
Build Forward encoding
ACROSS SCREENS
The most powerful ad exposure is the
first. Using multiple media in close
proximity fools the brain into thinking
each exposure in a new medium is the
first, thus boosting processing and
memory encoding.1

44. 46
IT HAS WORKED FOR WALL’S
93% of those exposed to YouTube had no
exposure to the TV campaign
TV Ads
Reach
9.2%
YouTube
Ads
Reach
6.5%
6.0%
Incremental
reach through
YouTube
TV exposure
YouTube
campaign
exposure
Light TV viewers skew toward YouTube
50%
YT Trueview
Audience Share
TV Audience Share
26% 24%
31%
23%
46%
Light TV Viewers Medium TV
Viewers
Heavy TV
Viewers
Source: YouTube Wall’s UK analysis

45. 47
MAXIMISE THE FIRST 5 SECS
(IT’S FREE)

46. 48
LONG FORM HOLDS ATTENTION AND
BUILDS EQUITY BETTER

47. 49
FAST AND WIDE DISTRIBUTION
INCREASES SHARING POTENTIAL

48. 50
SHARED CONTENT IS MORE
EFFECTIVE BUT BE CONSCIOUS OF
SCALE
300% MORE
EFFECTIVE THAN
PAID
BASED ON A COMBINATION OF AD-RECALL,
BRAND AWARENESS AND PURCHASE INTENT
2% AVERAGE
EARNED UPLIFT
FROM PAID
BASED ON A META ANALYSIS OF OVER 200
DIFFERENT BRANDS
Source: Nielsen Power of Social Study

49. 51
AND SHARE RATES ARE DECLINING
Source: http://www.businessesgrow.com/2014/01/06/content-shock/

50. 52
(high interest and/or warm to the brand/message)
LOW ATTENTION
SEARCH (WEATHER
AND LOCATION)
BURST
ATTENTION
BORROW
ATTENTION
FULL
ATTENTION
YOUTUBE (EXTEND
TV)
SEARCH (BRAND
TERRITORY)
YOUTUBE (LONG
FORM)
Interested/warm
YOUTUBE (IMPACT)
Disinterested/cool
(low interest or cool feelings towards brand/message)
Implicit
(focus is on
building or
reinforcing
associations)
Explicit
(focus on
communicati
ng specific
message)
HOW IT COMES TOGETHER

51. 53
WE DON’T NEED PEOPLE’S FULL
ATTENTION THE WHOLE TIME
PLAN FOR DIFFERENT MODES OF
ATTENTION AGAINST JTBD
MAP GOOGLE SUITE BASED ON ROLE
FOR COMMUNICATION