HOW DOES THE DEVELOPMENT OF THE ATTENTION ECONOMY AFFECT INDEPENDENT VIDEO PRODUCERS IN THE ONLINE ARENA?

With the evolution of the Attention Economy and the ever increasing amount of free video content, there are more opportunities than ever for independent video producers. But in this new and noisy marketplace, innovative measures must be taken to capture an audience’s attention and expand a brand’s influence. Here, we will attempt to provide an analysis of contemporary online business models, distribution methods and marketing techniques in order to understand how to best engage an audience in the current digital environment.

It is 2015, and we are currently operating within a very new marketplace: the Attention Economy. The explosion of content that we’ve seen over the recent years has brought us into an information overload age. This phenomenon is due to the shift to digital media and the Internet’s rapid expansion. Nowadays, because of the abundance of content, what is scarce and valuable is attention.

Everywhere, brands are refocusing on how they can best stand out in the loud, busy, overcrowded marketplace and benefit from the online arena. Likewise, this new landscape brings with it a plethora of opportunities for independent video makers in Australia. But it also brings with it a whole new set of limitations and challenges.

What we want to find out is how to gain and use and monetise attention. Our research and analysis will provide information and indication of strategies for video producers to succeed in the digital marketplace. We’ll look at the transition from past to current viewing trends. We’ll explore business models and theories that attempt to explain these changes. We’ll analyse market research data with a forward-looking perspective. We’ll evaluate changes in audience behaviour while extrapolating and anticipating further changes. We’ll look at the problems that come with producing content for an Attention Economy. We’ll question the appetites of audiences and the way that current companies are working or not working to meet these demands. We’ll look at current distribution methods as well as some specific case studies. We’ll examine how to monetise attention.

We will provide strategic advice on how to thrive in this new Attention Economy. We are here to help independent video producers to succeed in the online arena.