01/27/2016

How Much is Attention Worth?

Ever since John Deere launched The Furrow magazine in 1895, Adland has continued to try and perfect the content marketing model. This week, advertisers and content creators converged on the Sundance Film Festival to speak about how data is reshaping the way we tell stories to sell brands, taking content marketing to the next level.

What I find interesting about this is the idea of  “attention value”—this is something that the Broadway advertising industry has been slow to get behind. Though shows have access to robust digital/social distribution channels, a rabid fanbase and (most importantly) great stories, the content is rarely engaging. We’re arguably in the best position to create the storytelling-focused content the public is clamoring for, yet we’re the slowest to adapt.  Joe Marchese, head of Fox Network Groups content studio, put it best when he said, “the goal has to be less advertising, moving away from a traditional waste model to a highly engaged interactive environment. The value of people’s attention is at an all time high. What if the ad business got to a place where storytellers define what a brand’s story looks like?”

It’s an interesting challenge—one that Broadway is uniquely suited for.