The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning.
Omnicom agencies are hosting the second edition of their OmniConnect conference on Thursday 18 April. Aimed at clients of these agencies, the event will be attended by a total of 250 clients and staff from media agencies OMD, PHD, Hearts & Science, as well as creative agency DDB and PR agency FleishmanHillard.
The theme of this year's conference is attention and attention planning. This is a topic that will have a major impact on the entire communication category in the coming years. Available research shows that the average person is exposed to more than 10,000 messages a day across multiple platforms, devices and channels. But we can only process a small fraction of these messages, so most ads are ignored and a large portion of budgets are wasted. The focus is therefore shifting from impressions alone to gaining attention.
For example, we will talk about how to test creative in new ways, how to increase the effectiveness of online advertising, and what impact attention has on brand metrics, purchase consideration, or the sale itself.
The conference keynote speaker is renowned expert Karen Nelson-Field. She has been researching the communications industry and the issue of mindfulness for nearly twenty years, and is a regular speaker at international industry conferences. She is the author of The Attention Economy and How Media Works, in which she explores the nature of recipients' attention to . She is also working on a new book on the economics of attention and attention measurement, The Attention Economy: A Category Blueprint, which will be published this June and which she will present to the audience at OmniConnect.
Listeners will hear how to plan for attention and how to develop creatives that capture it. In an online environment, this means moving from displayed impression to visible impression and from there to seen impression.
The next international speaker at the conference will be Susie Walker, who leads DDB's creative from her role as Creative Chief of Staff at DDB Worldwide and was also Vice President of Cannes Lions, the world's largest advertising competition. Nick Andrews, Senior VP & Senior Partner at FleishmanHillard UK will also be in the audience. He too will focus on mindfulness in his presentation.
The panel will be followed by the most interesting examples of Omnicom agencies' work in the Czech market, some of them already directly with attention planning applications.
At the end of the conference, as part of the networking session, clients will have the opportunity to personally experience how accurately the installed system can measure their attention.
Last year's first OmniConnect conference focused on effective campaigns. It featured speakers including Les Binet and Mark Holden. In the texts below you can recall what was discussed.
Source: mediaguru.cz
