Crying ‘my attention is bigger than yours’ won’t convert audiences into customers
Posted on 31st August 2022 in Articles of Interest
By Kim Portrate, CEO ThinkTV
The industry is embracing attention as a driver of consumer action, but that’s just one part of the equation. The next step is to include consumers in the conversation.
Crying out that, “my attention is bigger and better than yours,” isn’t going to help advertisers connect with audiences and convert them into customers.
The attention conversation needs to evolve from how much attention each platform commands to how people buying specific products are paying attention to a particular medium.
Once we do that, it’s time to align audience attention with brand outcomes. That will give attention staying power.
From a return-on-investment point of view, ads need to do more than just appear in the right place at the right time. We need to ensure the target audience is willing and open to brand messages in those channels.
In that respect, attention is just one part of the equation. An important part but a part, nonetheless. Reach is also important because the attention of 10 people in your target audience is going to be trumped by the attention of 10,000. The opportunity for target audiences to see your ads also needs to be taken into account. People can spend hours on a platform but be exposed to ads for a tiny percentage of the time.
Like everything in marketing, the devil really is in the detail and attention on its own isn’t enough to do the job. Each of these dimensions plays a role in delivering an effective outcome for advertisers.
News / Articles of Interest / 31st Jan 2024
Published Mediaweek Australia’s broadcasters play an important role in society. From the news that keeps viewers informed to the programs we choose for entertainment and escape. Local stories matter to […]
News / Articles of Interest / 10th Nov 2023
By Kim Portrate, ThinkTV Published AdNews It’s been a big year for TV bringing Australians together for cultural moments that had everyone talking and smashing audience viewer numbers as a […]
News / Articles of Interest / 13th Oct 2023
By Danielle McWilliam, ThinkTV Published Mediaweek It’s rare that a week passes where there isn’t a headline proclaiming TV has a “problem”. The thing is, I think someone forgot to […]
News / Articles of Interest / 8th Jun 2023
Published AdNews Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is […]
News / Articles of Interest / 7th Jun 2023
Published AdNews ThinkTV has revealed a campaign featuring the stories behind some of Australia’s most successful advertising campaigns. The campaign sees marketers Brent Smart, Mim Haysom, Simon Cheng and Mark […]
News / Articles of Interest / 6th Jun 2023
By James Manning Published Mediaweek It’s television, but not as you know it, according to Mim Haysom, EGM Brand & Marketing at Suncorp Group. The celebrated marketing boss said the […]
News / Articles of Interest / 31st May 2023
By Kim Portrate, CEO ThinkTV Published AdNews Advertisers are entitled to transparency and truth from media partners. Kim Portrate asks why some make it hard to get it. From trade […]
News / Articles of Interest / 25th May 2023
By Ruby DerrickPublished AdNews Sixteen-year-old Australian-founded company Menulog is celebrating its fifth year and iteration of the Did Somebody Say campaign. The campaign is showing no signs of leaving the […]
News / Articles of Interest / 18th May 2023
Published Mi3 The way audiences consume video content is evolving but big brands are embracing the change. And one thing that isn’t going to change anytime soon is the role […]
News / Articles of Interest / 5th May 2023
By Tess ConneryPublished Mediaweek On Thursday afternoon, hundreds of industry representatives made the trip to Carriageworks in Eveleigh for ThinkTV’s RE VISION. After a Welcome to Country from Marrawarra and […]