{"id":1736,"date":"2021-10-18T04:00:35","date_gmt":"2021-10-18T08:00:35","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/18\/why-attention-is-the-business-were-in\/"},"modified":"2021-10-18T04:00:35","modified_gmt":"2021-10-18T08:00:35","slug":"why-attention-is-the-business-were-in","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-attention-is-the-business-were-in\/1736\/","title":{"rendered":"Why Attention is the Business We\u2019re In"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Steven Piluso, EVP, Managing Director, Strategy, OMD USA<\/em><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">If you work in a media agency, you\u2019ve probably gotten this question from friends or family:\u00a0 \u201cSo, what is it that you do exactly?\u201d The next time they ask, instead of trying to explain that, no, your job isn\u2019t like Don Draper\u2019s &#8211; is<em> anyone\u2019s?<\/em>\u00a0 &#8211;\u00a0 give them this answer: \u00a0I\u2019m an Attention Engineer<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think about it: finding building, and managing attention, from a specific group of people, and knowing the point where their attention will either turn into an action or tune-out, is the essence of what we do.\u00a0 You might know this by another term &#8211; reach and frequency.\u00a0 The hard part is balancing how many people we reach and how many times we need to reach them to tip the scales toward action.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Too geekish for you?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How about this one &#8211; Empathy Architect.\u00a0 You might not recognize the title, but you certainly know the skills required: \u00a0constructing a general understanding of consumers\u2019 unmet desires and needs when moving through the world and encountering content, and then applying that understanding to make marketing messages more of an additive experience to their day.\u00a0 At OMD, we refer to this as \u201cempathy\u201d &#8211;\u00a0 \u00a0and it\u2019s how we design experiences for consumers that will find, create and hold consumer attention.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So that pretty much covers everything, right? Not quite.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finding, creating and holding attention isn\u2019t the goal. The goal is it turn attention into action, to have a consumer choose your client\u2019s brand, over and over again, in any situation where they have a choice between that brand and the competition. That\u2019s called Mental Availability \u2013 owning the \u201cfront of mind\u201d space where brand choice becomes an automatic reflex. \u00a0And it\u2019s the outcome when Attention Engineers and Empathy Architects come together to so effectively capture the moment that attention either turns to action or inattention that the choice becomes internalized, requiring fewer reminders, and less defense against competitive assaults on their attention.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how do we find that moment?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Through research conducted over the past year with Amplified Intelligence &#8211; global leaders in attention research &#8211;\u00a0\u00a0 OMD can now identify where and when consumer attention is at its highest for any specific \u00a0\u00a0content and placement. \u00a0\u00a0With these findings, we are creating a database grounded in gaze tracking across different media channels and target cohorts.\u00a0 This allows us to get away from \u201cwhat content is on in front of them\u201d to \u201cwhat are they actually paying attention to?\u201d With dual screen usage, are they looking at mobile devices during commercial pods (and if so, what content), or are they looking up from their small screens and watching \/ hearing advertising content?.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Understanding consumer ATTENTION vs. consumer PRESENCE brings us three sea-changes in how we work as a media agency:<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\n \t<li>It takes us one large step closer to understanding in which content consumers are more interested and leverage that interest or ATTENTION to make smarter, more effective placements<\/li>\n \t<li>Smarter, more effective placements make for a more efficient investment in the Reach \/ Frequency balance with lower, higher quality exposures allowing investment to be rebalanced into capturing more audience<\/li>\n \t<li>By knowing which channels and contexts are of the most interest, to which our targets are most ATTENTIVE, ATTENTION can become a TRADING CURRENCY, allowing our planning and investment teams to come together to surgically pinpoint media that we know will be the most effective for our clients, and optimize our media plans based on any shifts we might see in Attentiveness.<\/li>\n<\/ol>\n<p class=\"wp-block-paragraph\">Off and running, OMD has already piloted Attention Planning and Attention Trading with several clients across multiple categories.\u00a0 In every case, the learnings were invaluable: Attention Planning had a direct correlation to improved KPIs, whether sales, store traffic, etc because:<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\n \t<li>Attention data employed to optimize channel mix leveraged audience interest, affecting mental availability and making those brands the top of mind, most considered brands when consumers were in the buying window<\/li>\n \t<li>Attention Trading gave the agency the intelligence to tailor buys that, to anyone else would appear to contain inventory of equal quality, but contained inventory where key audiences were far more attentive<\/li>\n \t<li>Gaze tracking led to invaluable data for creative agencies in terms of how fast you need to grab a consumer to hold attention or lose them.<\/li>\n<\/ol>\n<p class=\"wp-block-paragraph\">Sometimes our business comes down to very simple concepts \u2013 like it\u2019s better to create an ad that will grab a consumer\u2019s attention, and then put it where that consumer pays the most attention. But even \u2013 and perhaps especially &#8211; for so obvious a concept, having the data to back it up makes it actionable, helping our clients and people make better decisions, faster, to drive better business outcomes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that\u2019s the best way of all to describe the business we\u2019re in.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Steven Piluso, EVP, Managing Director, Strategy, OMD USA If you work in a media agency, you\u2019ve probably gotten this question from friends or family:\u00a0 \u201cSo, what is it that 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