In response to Mike Follett’s comments at Future of Media Manchester, one planner advises interrogating the platforms and tweaking how you utilise them; don’t blindly de-invest because of the attention metrics.
More Opinion articles
Community and peer advice matter to consumers. Fashion brands have an opportunity to be part of these communities, but only if driven by a real desire to become a constructive member.
There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.
Algorithms are today’s casting directors, so offer them better auditions. Use the ‘Hook → proof → trust’ formula to find the right people for your brand.
The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value.
Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer.
From Jimmy Kimmel’s suspension to reinstatement, the US’s first amendment is under fire as business interests appear to take precedence.
Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.
One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.
We have mere seconds before consumers skip, scroll, swipe and switch off. But that’s more than enough time to give brands an edge — if they use audio wisely.