Attention is at an all-time premium, and McCann Leeds would like some of yours to discuss how best to make sure brands can successfully grab audience attention and make an impact in a world filled with more content, in more formats, than ever before.
McCann’s research shows that screen time is now at an average of seven hours per day, so how can you make sure your message is cutting through the noise?
Coral Cranmer, head of strategy and planning at McCann Leeds, will host the opening session of McCann’s upcoming event, Attention Media Planning – fleeting fancy or new pathway to effectiveness? In it, she will seek to set the cultural context for the rise of Attention Planning.
Against this backdrop, “attention” as a KPI is in the spotlight for its potential in determining the value of a brand’s investment in paid media, and the rise of ‘attention economics’. While some developments of recent years have been seismic, such as the rise of digital disrupters like Google and Facebook, others, like the craving for “media firsts” were less rooted in consumer insight and didn’t last. So, where does Attention Planning sit in the latest line of media planning innovations, and what does this mean for established metrics like reach, frequency and viewability as we strive to land and build memory structures in our audience’s minds?
In the day’s second session, Helen Payne, business director, UM Leeds and Kevin Murphy, group managing director at UM Central, will explain the case for Attention Planning and how to build it into your media campaigns.
Attention metrics focus on meaningful interactions consumers have with your brand. As such, attention is increasingly becoming a business-critical metric, not a soft one. But with the concept still in its emerging stages, are we ready to go all in on Attention Planning? As part of this session, join UM’s Helen Payne and Lee Moulding from Playground X,Y,Z as they discuss the realities of Attention Planning from a media owner and media buying perspective.
Finally, in a world where integration is more important than ever, what does the rise of attention metrics in media and our cultural content overload mean for creatives? Vince McSweeney, chief creative officer for McCann Central hosts the last session of the day in which he will discuss the creative director’s dilemma in a world where lo-fi and meme culture is winning, and media channels and formats become ever more fragmented and diverse, yet ads focused on attention time can increase recall by almost 80%.
If that’s got your attention, it all takes place at McCann’s Boar Lane office in Leeds on November 16 from 6-9pm. You can register for free on the McCann Leeds website now.
