Open in the App Open in the App Open in the App
Get the key ideas from

Paid Attention

Innovative Advertising for a Digital World

By Faris Yakob
12-minute read
Audio available
Paid Attention: Innovative Advertising for a Digital World by Faris Yakob

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.

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

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


Original: ©Faris Yakob 2015. This summary of Paid Attention 2015  is published by arrangement with Kogan Page.

Go Premium and get the best of Blinkist

Upgrade to Premium now and get unlimited access to the Blinkist library. Read or listen to key insights from the world’s best nonfiction.

Upgrade to Premium

What is Blinkist?

The Blinkist app gives you the key ideas from a bestselling nonfiction book in just 15 minutes. Available in bitesize text and audio, the app makes it easier than ever to find time to read.

Discover
3,000+ top
nonfiction titles

Get unlimited access to the most important ideas in business, investing, marketing, psychology, politics, and more. Stay ahead of the curve with recommended reading lists curated by experts.

Join Blinkist to get the key ideas from

Paid Attention

Innovative Advertising for a Digital World

By Faris Yakob
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
Paid Attention: Innovative Advertising for a Digital World by Faris Yakob
Synopsis

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.

Key idea 1 of 7

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.

Key ideas in this title

No time to
read?

Pssst. Sign up to your secret to success: key ideas from top nonfiction in just 15 minutes.
Created with Sketch.