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News And Views

News & Views

  • 9 August 2018
  • Steve Earl, Managing Director, Zeno

Complexity and change in the attention economy: European outlook

It’s complicated, it’s fragmented, it never sits still.

Yet despite some frenetic evolution that has changed how earned media covers technology stories, some fundamentals remain the same.

Those are the main conclusions of a new report 3 Monkeys Zeno has just compiled, working with colleagues from Zeno Group teams across Europe. Plus ça change, you might think. But the shifts in media formats, editorial appetites, technology that affects how content is viewed and the shorter attention spans of the audience have combined to make media planning and content development far more challenging for technology brands than was ever the case in the past.

Former FastCompany editor Bob Safian, who has partnered with us to help advise some clients on content, was part of the inspiration for putting together the report. “The volume, fragmentation and pace of media, and how we all consume our content, have given rise to the attention economy. There is greater value in capturing people’s attention than ever, but there is a constant battle for that attention and to remain relevant. The business model that media had relied upon for so long is completely broken – there is a new kind of competition for eyeballs. Every editorial decision has competition that at its heart, because content and how people react to it is now far more measurable,” he said.

Our new report - European Technology Media: Fragmentation & Evolution – was compiled with input from the UK, Germany, France, BeNeLux, Spain, Italy and Poland. Just a few markets, but all of them significant in understanding how the editorial landscape is shifting and what this means for communications teams. You can download it here, but here are the main conclusions we landed on:

  • Understand that each market is different
  • Plan media at a national level and consider planning content at a publication level
  • Use data analysis where feasible to better understand audiences and where value lies
  • Integrate paid amplification for appropriate story content and media partnerships, where possible
  • Be creative and co-creative, flexible yet focused in storytelling

Every market is different, with variations in media environment, audience tastes, the reliance on customer stories and the significance of business or newer hybrid media on purchasing decisions, or influence in using new technologies.

The report aims to chart some of this evolution and the differences between countries, but the pace of change is only increasing everywhere. For further information on audiences, media and content we’ve used to generate returns for clients, please do contact for more information.