Innovative Advertising for a Digital World
The internet is a gigantic live market where everyone is constantly screaming for attention. And attention is something which we could easily buy not so long ago, but is very hard to achieve these days. Advertisers are paying more and more money to media to reach fewer and fewer people.
Because of the enormous load of content that is being produced and consumed companies need to rethink the way they can earn the attention of the consumer. Content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations.
The question is, how do brands respond?
Brands need to find a compelling way to earn the attention of the consumer. This shift requires a new course of action for brands. It demands new marketing imperatives; a strategic creation process. The core is now how to package ideas to attract the most attention in the advertising industry.
“When everyone is paying at the same time for the same attention, how can you earn the attention you need?”
Beyond Paid Attention
No better way to tackle this topic at Conversion Day than by inviting author and innovation expert Faris Yakob. His book ‘Paid Attention’ provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction. Advertising maps onto a wider analysis of culture.
Faris is also the co-founder of Genius Steals, an itinerant consultancy working with brands like Coca-Cola, Marriott, Gibson Guitars, Nestle in places like Turkey, Dubai, NYC, LA, Australia. They help companies think about how to use creativity to solve business problems. Previously Faris was Chief Innovation Officer of MDC, and Chief Digital Officer of McCann Erickson NYC.