david germano, empower mediamarketing: insights into the economics of attention
TRANSCRIPT
The Economics of Attention
Insights into the Future of the Attention Business
VP, Managing Director, Magnetic Content StudiosPart of Empower MediaMarketing
@David_Germano
WTF ………
is going on with the
communications
industry?
A massive transformation is
underway
It is difficult to see the enormity of it.
Ever wonder……
Why These Companies
Are Worth So Much?
$191B
$234B$175B
$31B $26B
$33B
Total Market Cap ≈ $700B
$19B
The
Old Guard
$62B
Total Market Cap ≈ $127B
$65B
A new
value system
is
rapidly emerging
Revenue 1/2
Market Cap
6X
These companies……
“traffic in attention.”
“It’s their primary asset.”
Human attention is the fastest
appreciating limited natural resource.
The ramifications will impact every industry
that relies on communications
The Attention Economy
We are constantly processing how to
allocate it.
It’s getting harder!
The expanding gap between these
equivalized growth rates represents an
enormous opportunity for innovation and
disruption.
Equivalized Growth Rates
Population Growth
Informatio
n Growth
Growing Gap
A very robust market focused on processing
information more efficiently is beginning
to form.
“Thanks to the efficiency of our surplus economy, many more people afford enormous capacity to spend economically
inactive time online.
While a growing sector of our economy can focus entirely on commanding an increasing share of this economic inactivity.”
Esther Dyson, Edventure.com
More and more organizations and
individuals will endeavor to produce
or curate content without the intent of driving an immediate
or direct financial transaction.
Rise of the Intermediary
Both have created enormous value
by capitalizing on natural evergreen human behavior -
learning and socializing, respectiv
ely.
They’ve become a critical intermediary between brands and publishers trying to reach and monetize
audiences.
Since 2011:
⋙ 1B active mobile users
⋙Increased avg. daily user engagement from 15 min. to 40 min.
⋙ Increased their share of referral traffic to the open web from 6% to 25%
Ramifications:
⋙ More of the publishing industry is becoming dependent on them for financial viability
⋙ Editorial/entertainment content is crowding out user and brand content
⋙ Facebook is rivaling other networks with their programming
The intermediaries that are responsible
for distributing attention for the media industry
New intermediaries will emerge across many broad and
niche sectors of our economy.
PricewaterhouseCoopers
Estimates that the sharing
economy will balloon to
$325B in the next 10 years.
Both Lyft and Uber each have goals of becoming media
platforms for other brands.
⋙ IOS represents about 20% of the market.
⋙ The only device purveyor heavily invested in content.
⋙Apple’s watch is about helping you connect to the internet of things.
⋙Apple is investing heavily in the business of attention.
⋙ On Pace to be the 1st $1 Trillion company
“To engage in inventive thinking during those idle hours requires
silence.”
When the focused can treat the minds
of the distracted as a resource, this is not
merely creating wealth, but a transfer
of wealth.
Image by Viktor Hachmang
The Cost of Paying Attention
Business will turn its attention to next critical frontier unlocking and harnessing the human mind.
Those who can make some abstract sense
of the incredibly complex and
seemingly messy communications
world that we live in will accumulate a disproportionate
share of attention.
ConvergenceBy Jackson Pollock
Thanks For Your Attention
VP, Managing Director, Magnetic Content StudiosPart of Empower MediaMarketing
@David_Germano