I was running an offsite scenario planning exercise with my three business partners yesterday on the future of broadcast media. A lot of interesting foresights came up. Just want to share some of the thinking and after thoughts with you here.
Let’s start with the idea that generally everything (devices, appliances, even ads) is becoming smaller, but then "experiences" are actually getting bigger, richer, and more emotive. One big challenge is that as devices get smaller, the adaptability of the interface becomes very important. Not only the "interface" is the brand, more innovative new features are now fueled by software that eventaully be included as "service". That means what was once accomplished through changes in the physical configuration of a networkable product/device will now be managed by its digital interface and smart sensors. Designers can creatively play with the controls of a device so that, depending on the situation, can quickly morph from function to function, such as from a phone to internet browser (iPhone is an example). That is a big part of the brand experience. How does that impact the future role of advertising agencies? Translation: ad agencies are not only about ads. Now that’s a problem for many. For the AKQA, Critical Mass, IDEO and RGA of the world the future is bright. For marketers, the future is to imagine and create a new experience (service) that extends customer engagement rather than disrupt it; brands can then strengthen their contextual involvement and connection with the consumer. Media will go beyond broadcast to "service". Advertisers will bid to support these services.
When distribution is trivial, unlimited, and available to all, marketing to a captive audience sitting on a cough in front of a box is now a thing of the past and creating "quality" product/service/content is paramount. Content is now a part of any product (and its experiences). Consumers will consume only what‘s relevant and what entertain them most, not what is marketed to you them in a repetitive fashion. So content becomes the bloodstream of marketing. Today we are constantly receiving content from multiple streams. Interestingly, the computer's encouragement of multitasking is equal to the TV's discouragement of it, suggesting that the former promotes active, albeit partial, engagement with multiple streams of content while the latter demands one full attention. Think about it, only about 17% of time spent watching TV is shared with other medium, according to the Kaiser study's findings, compared with an average of more than 65% for computer-based activities.
So here’s a big idea for you. It's Media Co-Habitation. Everything in the future needs to be designed with the idea in mind that the experiences not only need to accomodate multitasking, it should be argued that it needs to be designed to encourage or facilitate multitasking. That will bring a whole new paradigm in experience design, web or TV or small screen. I don't know about, I am am a crazy multitasker and that's how I can get more things done (I use all 3 Thinkpads on my desk). I bet many of you are the same. A lot of thinking is needed here. A little caffine will help. Pls do share your thoughts.
JUST IN. Here are latest number from research houses for first half of 07, ad spending slipped 0.5% versus the 06. Not surprisingly, the Internet led the way--again--as the most improved category, UP 23.6% versus a year ago. Many of the TV platforms were also in the red, with spot TV taking the worst hit--down 4.6%. Network TV didn't have much to cheer about either; it was off 3.8%. Cable TV was the least hit, slipping just 0.3%.
NOTE: Advanced Brand Strategy Mastrerclass - We will resume our branding session next Monday and we will start module four. Looking forward for some exciting discussions.
