Dancing in the distraction factory

Some observations about Now/Next

Chris Binns, MediaCom

“A great wind is blowing that gives either imagination or a headache”

Catherine the Great

You won’t hear any predictions here

It’s a mugs game

Instead an assertion

(data) Insight + Content = Value

No-one really cares about our advertising

Source: TGI, a version of this first appeared on adliterate.com

Arguably fewer are paying attention

76% of UK using otherScreens while watchingTV

Source: YouGuv

Sadly . . .

So . . .

We’re all dancing in the distraction factory now

Less about the future and more

about the adjacent

Use data to reach more people who care

99 Problems but data ain’t one

Use data to fuel demand with friends of fans

Source: Facebook

Annex cultural traction not media channels

Rinse people’s attention when they do bother with it

Use digital analysis to build the layers

Don’t build communities

Recruitment + production + activation = Planning for the black swan

Atomise experiences

Its all about the SoLoMo

Picture with thanks to Social Commerce today

So what?

We are all students of cultural traction

So what?

70:20:10