![Page 1: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/1.jpg)
ATTENTION IS THE NEW CURRENCYKris De Kock – Innovation Manager
![Page 2: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/2.jpg)
![Page 3: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/3.jpg)
“
![Page 4: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/4.jpg)
![Page 5: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/5.jpg)
Gone in 60 seconds
![Page 6: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/6.jpg)
![Page 7: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/7.jpg)
WE CAN’T COPE !
![Page 8: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/8.jpg)
WE TRY TO ADAPTDifferent reading strategies: skimming and scanning to process
![Page 9: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/9.jpg)
Are you blind?
![Page 10: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/10.jpg)
Place your screenshot here
LET’S MAKE SOME NOISE
Even on my personal Facebook page.
NOISENOISE
![Page 11: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/11.jpg)
A WIDER BANDWIDTH
This way the communication between human to human, human to computer and computer to human will happen much faster and we will be able to process more information
![Page 12: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/12.jpg)
TOO MUCH INFORMATION
9 seconds
12 seconds8seconds
Concentration
goldfishConsumer now Consumer
anno 2000
![Page 13: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/13.jpg)
“"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it"
Herbert A. Simon was perhaps the first person to articulate
the concept of attention economics when he wrote
![Page 14: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/14.jpg)
WHAT IS SCARCE, IS VALUABLE
![Page 15: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/15.jpg)
WHAT DOES IT MEAN FOR ADVERTISING?
![Page 16: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/16.jpg)
MORE CHANNELS?
![Page 17: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/17.jpg)
![Page 18: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/18.jpg)
![Page 19: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/19.jpg)
Average number of advertisement and brand exposures per day per person: 5,000+
Average number of “ads only” exposures per day: 362
Average number of “ads only” noted per day: 153
Average number of “ads only” that we have some awareness of per day: 86
Average number of “ads only” that made an impression (engagement): 12
Source: SJ Insights
![Page 20: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/20.jpg)
It’s a challenge
![Page 21: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/21.jpg)
Not paying attention
![Page 22: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/22.jpg)
![Page 23: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/23.jpg)
![Page 24: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/24.jpg)
Add some noise
![Page 25: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/25.jpg)
Simply turning up thevolume isn’t working…
![Page 26: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/26.jpg)
![Page 27: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/27.jpg)
C.A.T.S
![Page 28: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/28.jpg)
HOW TO GET THE ATTENTIONOF THE CONSUMER
![Page 29: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/29.jpg)
![Page 30: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/30.jpg)
OMNI-CHANNELACTIVATION
LETTERBOX92% empties letterbox
every day
ON THE GOPenetration smartphones
Is rising
IN STOREDecisions are made
in store
AT HOMESmart home ≠ future
![Page 31: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/31.jpg)
4,5Bn
LEAFLETS
PER YEAR
4,5m
HOUSEHOLDS
EVERY WEEK
150k
NEWSLETTER
SUBSCRIBERS
1,2
mio
MYSHOPI APP
DOWNLOADS
600k
MAU ON MYSHOPI
APP & WEB
#1
DIGITAL
COUPONING
& CASHBACK
PLATFORM
92%
OF ALL BELGIANS
OPEN THE
LETTERBOX
EVERY DAY
82%
READS D2D
ADVERTISING
ALMOST
EVERY WEEK
![Page 32: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/32.jpg)
BUILDING BLOCKS OF ATTENTIVE REACH
time creativity relevance value
![Page 33: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/33.jpg)
1.WE NEED TIME
![Page 34: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/34.jpg)
FOLDERSARE NOT INTRUSIVE
![Page 35: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/35.jpg)
Basis: alle Belgen (n=1088)
In every household an average of 2 people reads thepromotional leaflet that they find in their letterbox
71%
Basis: Belgen zonder anti-reclamesticker (n=849)
Reads only paper leaflets
Reads paper & digital leaflets
Reads only digital leaflets
![Page 36: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/36.jpg)
High number of reading minutes per week
Promotional leaflets
20 minutes
Free Press16 minutes
![Page 37: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/37.jpg)
![Page 38: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/38.jpg)
2. WE NEED CREATIVITY
![Page 39: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/39.jpg)
![Page 40: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/40.jpg)
![Page 41: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/41.jpg)
![Page 42: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/42.jpg)
BRIEFINGIncrease number of requests in FlandersCreate extra brand awareness
SOLUTIONDistribution of 350.000 doorhangersOriginal concept “VERKnOCHT”
RESULTSSignificant raise in number of requests
![Page 43: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/43.jpg)
![Page 44: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/44.jpg)
3.WE NEED RELEVANCE
![Page 45: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/45.jpg)
Kriek Liefmanscashback was only published in weekends when the weather was nice and the temperature was above 25 degrees
![Page 46: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/46.jpg)
BRIEFINGFocus on concept ‘meal for tonight’Create extra brand awareness
SOLUTIONApp notification in combination with a ‘flash cashback’
CONCLUSIONApp notification is powerful tool to drive engagement
![Page 47: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/47.jpg)
Sociodem
Lifestyle
Behavior
Context & location
Buyingintent
TARGETING OPTIONS
![Page 48: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/48.jpg)
1+1 Cashback
Participatingconsumers
Sociodemo & Lifestyle mapping
Lookalike mapping
![Page 49: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/49.jpg)
New born
3 months
6 months
1 year1,5 year
Cashback+ Survey
TargetedFollow up cashback
TargetedFollow up cashback
![Page 50: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/50.jpg)
![Page 51: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/51.jpg)
Place your screenshot here
NOTIFICATIONS
Show relevant information at the right moment
![Page 52: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/52.jpg)
LETTERBOX
ON THE GOIN STORE
AT HOME
Push Notif
Display ad
Online leaflet +
newsletter ad
Leaflet
Website pop-up
Mobile leaflet
![Page 53: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/53.jpg)
4.CREATEVALUE
![Page 54: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/54.jpg)
myShopi: #1 promo platform in Belgium
SAVECouponsLeaflets
ContestsOnline shopping
promotions
FACILITATEShopping list
Shop infoLoyalty cards
INSPIRELeaflets
Blogposts
![Page 55: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/55.jpg)
To relax 58%
To be inspired 51%
Not missing out on things 50%
To discover special promotions 84%
To look up special promotions in a store 80%
To compare a price 66%
To know which products there are on the market 64%
To look for specific product information 43%
![Page 56: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/56.jpg)
The promotional leaflet has a positive image
![Page 57: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/57.jpg)
BRIEFINGOpening 1st Ellis Gourmet Burger in HasseltAttracting visitors during the opening day
SOLUTIONDoorhanger with couponCoupon for free burger
RESULTSOver 1.000 free hamburgers
![Page 58: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/58.jpg)
SAMPLINGSampling action of empty bagsLocal actionExtra traffic tothe store
![Page 59: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/59.jpg)
CONCLUSION
TIME
CREATIVITY
RELEVANCE
VALUE
1
2
3
4
![Page 60: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/60.jpg)
![Page 61: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/61.jpg)
NO
ATTENTION
TO THE
MESSAGE
![Page 62: Attention is the new currency - Kris De Kock (BD myShopi)](https://reader033.vdocument.in/reader033/viewer/2022051504/5a6519057f8b9a6c118b4c27/html5/thumbnails/62.jpg)
QUESTIONS?