Welcome to the era of attention on demand
Jon Hamm, CEO of entertainment company Free Turn, says that with consumers having their choice of entertainment on tap and with their demand for content increasing, advertising companies need to think as much about the audience as they do about the brand.
As we get into the heart of 2020 it’s clear that the traditional symbiotic relationship between advertising and entertainment has completely uncoupled.
Audiences, addicted to entertainment, are flocking to ad-free platforms such as Netflix or 'mass niche' passion-based digital players such as InsightTV. The world where brands could simply interrupt the things we love, and, ‘buy’ our attention is increasingly obsolete.
At the same time, our desire to be entertained has exponentially increased to such a degree that we now demand to have almost every waking moment filled with something beyond the thing we're primarily doing. We can no longer bear to stand in a train station without looking at our phones. We cannot sit on a bus and look out of the window without listening to The Missing Cryptoqueen, or relax into the evening without a new series queued up on Netflix.
We now demand to have almost every waking moment filled with something beyond the thing we're primarily doing.
The proliferation of platforms and formats means we can also choose exactly what we want, whenever we want it. This explosive growth, seen recently in the likes of Disney+ and Netflix, both beating market expectations for sign ups, has also enabled audiences to become expert at juggling and jumping across multiple technologies seamlessly to find exactly what they desire.
All this means we have entered into an era in which people have ultimate control of where they give their attention. I call this 'the era of attention on demand'. Not an evolutionary step, but a complete reset. The balance of power between audiences and brands has been redressed.
This leaves the traditional model facing hard reality; no matter how creatively presented, traditional interruptive brand-led communications no longer deliver the reach or creative cut-through to drive business growth. The consequence: brands and creatives who do not seek to entertain will lose relevance and connection.
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