Attention Economy
According to a study conducted by Microsoft in 2015, human attention span lasts an average of 8 seconds. This is especially true for Generation Z. The reason is their use of media, especially the constant use of smartphones, social media and multi-screening. To speak of the ‘goldfish generation’ is certainly an exaggeration. But it is true that attention has become one of the rarest and most valuable commodities in communication.
The constantly growing oversupply of channels and content means the attention gap between distributed and received content is increasing, and not just among the younger generation. Across marketing, competition for consumer attention is becoming increasingly tougher. Pure reach numbers are losing significan
Impact matters in today's attention economy.
Our answer to this challenge: Relevance. Interesting content that hits the right target group will continue to be noticed. As a fully integrated media agency inside the House of Communication, advertising is not simply placed somewhere: We continuously develop its impact over time, optimizing it in various ways to achieve ongoing measurable results.
It’s more than just media planning and placement. Using the Emotion Engine and supported by artificial intelligence, we predict emotions triggered by advertising messages. With AI-based tools like the Brand Investor, we put together the most effective channel and format mix before it goes live. Like a seismograph, our real-time monitoring indicates further optimization levers during the campaign. Last but not least, we use creative media to ensure that our clients' campaigns stand out from the crowd.
