Paid Attention Book Summary - Paid Attention Book explained in key points
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Paid Attention summary

Faris Yakob

Innovative Advertising for a Digital World

4.1 (34 ratings)
15 mins

Brief summary

Paid Attention by Faris Yakob is a thought-provoking book that explores the relationship between creativity and advertising. It examines the power of storytelling in capturing our attention and offers insights into how brands can create content that resonates with their audience.

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    Paid Attention
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    Due to rapidly increasing demands on people’s attention, the traditional model of advertising just doesn’t work.

    Most of us view advertising as a sophisticated industry. And although that’s true to a certain extent, it’s also worth remembering that the concept behind it is simple: advertising is ultimately about grabbing attention. If you can’t do that, you won’t be able to sell anything to anyone.

    But in the modern world, this goal has become increasingly complicated due to the rapid proliferation of content. There are more demands on our attention than ever before!

    As Google CEO Eric Schmidt put it, by 2010, the amount of content we created every two days was equal to the amount humanity had produced from the dawn of civilization up until 2003.

    Basically, we’ve shifted from a media environment defined by scarcity to one defined by abundance. And for the advertisers, it’s incredibly hard to cut through so much competition to reach an audience.

    Making things even more difficult, people’s attention spans are decreasing – which makes the competition that much fiercer.

    So, what can advertisers do? For a start, they have to change their strategy from the AIDA model, which follows these four steps: “A” – attention is attracted; “I” – interest is raised; “D” – desire begins; “A” – action is taken, the product is purchased.

    At every one of these steps, some people are lost, but the ones who remain will have a greater likelihood of making a purchase. In other words, traditional advertising is about buying attention from the greatest amount of people possible, at the lowest possible cost. This approach used to give marketers the best chance of funneling as many people as possible through to the end of the process.

    But in the modern world, this model simply doesn’t work. Attention is just too scarce – you’ll never attract enough people to make it worthwhile.

    That’s why the following blinks outline a new approach to advertising for today’s media landscape.

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    Key ideas in Paid Attention

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    What is Paid Attention about?

    How can you get people interested in your brand in an age of ad-blockers, vanishing attention spans and colossal consumer choice? Paid Attention (2015) discusses the fast-changing media landscape, and maps out strategies for success that reach beyond banner placement and pop-ups.

    Paid Attention Review

    Paid Attention (2015) by Faris Yakob is an insightful exploration of the modern advertising landscape and why paying attention is crucial in a world filled with distractions. Here's why this book is worth reading:

    • With a fresh perspective on advertising, it challenges traditional notions and offers new insights into how brands can capture and maintain consumers' attention.
    • Backed by research and real-world examples, it provides practical strategies and techniques for creating effective campaigns in today's digital age.
    • By examining the impact of technology and cultural shifts on advertising, the book keeps readers engaged throughout, ensuring that it never becomes dull or monotonous.

    Best quote from Paid Attention

    Counter-intuitively, people know that they love choice but find that they hate making decisions.

    —Faris Yakob
    example alt text

    Who should read Paid Attention?

    • Advertising creatives and executives
    • Anyone interested in how digitization is changing consumption and attention
    • People puzzled by new concepts of communication and behavior

    About the Author

    Faris Yakob is the award-winning co-founder of Genius Steals, a global strategy and innovation consultancy. Paid Attention is his first bestselling book.

     

    © Faris Yakob, 2015. This Summary of Paid Attention is published by arrangement with Kogan Page.

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    Paid Attention FAQs 

    What is the main message of Paid Attention?

    The main message of Paid Attention is that attention is a valuable resource that has been commodified in the digital age.

    How long does it take to read Paid Attention?

    The reading time for Paid Attention varies, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.

    Is Paid Attention a good book? Is it worth reading?

    Paid Attention is worth reading as it offers insights into the attention economy and how it impacts our lives. It provokes critical thinking about the digital age and its effects.

    Who is the author of Paid Attention?

    Faris Yakob is the author of Paid Attention.

    What to read after Paid Attention?

    If you're wondering what to read next after Paid Attention, here are some recommendations we suggest:
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    • Lawyers, Liars and the Art of Storytelling by Jonathan Shapiro
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