UM & McCann Leeds partner up to lift the lid on Attention Media Planning in upcoming event
Attention is at an all-time premium – but where does Attention Planning sit in the latest line of media planning innovations? UM and McCann Leeds are partnering for an exclusive event on November 16th, to determine if attention planning is a fleeting fancy or a new pathway to effectiveness. These sessions will explore; the cultural context behind the rise of Attention Planning, how to build it into media campaigns, the realities of it from a media owner perspective, and finally, the Creative Director’s dilemma of attention in a fragmented media landscape.
Why is this important?
Screen time is now at an average of seven hours per day, with our feeds filled with more content, in more formats, than ever before – this makes it more and more difficult for brands to cut through the noise and grab audience attention. To get more info on the event, the speakers or register your interest in attending, click the link below. Read more.
YouTube tests discovery option for Shorts
It’s now been over 2 years since YouTube first introduced its ‘Shorts’ offering, jumping on the ever-growing bandwagon of short-form video content and its exponential popularity, largely stemming originally from TikTok. YouTube’s latest feature to be tested is a new discovery option for these shorts, with the aim of prompting more users towards the Shorts content from their regular video feed, showing the emphasis currently being placed on the format.
Why is this important?
YouTube has already added some monetisation options to shorts, with ads showing in-between videos in a similar style to what you might see on TikTok/Reels. With Shorts showing a large growth in popularity in recent months, this extra push towards the offering shows that YouTube not only want to encourage more users to view it, but also likely aim to encourage more creators to include Shorts in their general content offering.
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Google rolls out new shopping features to boost conversions
Google have announced they will be rolling out new features, including a deals hub and a gift ideas page to boost shopping conversions. The new ‘deals hub’ has been designed to make it easy for consumers to discover various discounted products in one location. As well as this new pricing features include a ‘resume browsing’ card on chrome that shows shoppers products they’ve recently viewed and a new discount tag icon in the Chrome address bar to see available coupon codes. Advertisers will also be able to manage where their new deals are shown across Google within Merchant Center.
Why is this important?
As there are 4x more searches throughout the holiday season, it is important to have these capabilities to reach new potential customers and engage with shoppers in order to capture additional conversions throughout the season.
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Asda’s Michael Bublé-powered Christmas tree
For one day only on the 16th of November, Asda will be erecting a Christmas tree at Kings Cross station in London, in conjunction with their ongoing “Make this Christmas incredibublé” campaign. The tree will be powered through karaoke, specifically karaoke of Michael Bublé Christmas songs, with passers-by having the chance to light up the tree through the power of song. Voice recognition technology will even be used to measure the amount of effort being put into the singing to determine how much the tree lights up, with Asda Christmas goodies being distributed to those getting involved.
