This new world of data & tech, offer a phenomenal list of opportunities, that we should not take advantage of.
We've all had the same challenge thrown at us, a 'media first', something that will shake things up and cause, 'disruption'. First things first, let's take a closer look at that word, 'disruption'. The dictionary definition as a starter:
dis·rup·tion. /dis?r?pSH(?)n/
disturbance or problems which interrupt an event, activity, or process.
Doesn't really sound like the kind of thing we should be trying to inflict on our target consumer, right? So let's look for a better word, maybe our trusty thesaurus can help?
agitate, muddle, spoil, disorder, mess-up, rattle, unsettle, confuse
Mmm. Again, not words I've ever seen on a brief, or as a desired emotional response to a message which, ultimately wants to start a relationship, a relationship that will end with an action: drive a car, drink a soda, wear a t-shirt, travel to a destination etc.
In reality, disrupting someones life is a pretty easy thing to do, but should we, because we can? Disrupting someone, is also a pretty annoying thing to do, if not done in the right way So for a moment, let's not select a word and rewrite our 'media definition of it'. Let's pick a better word, let's collectively chose to 'enhance' a consumers experience, life or feelings.
en·hance /in?hans,en?hans/
intensify, increase, or further improve the quality, value, or extent of.
Better, right? As I allude to in the title, technology and its huge influence on consumer behavior, means that we now have an infinite plethora of opportunities to, 'do something that's never been done before'. However, the key result of this array of possibilities, is our responsibility to clients, consumers, the public and society at large. We now carry a heavy burden, to ensure that we are not going to market with anything that puts a brand at risk because we all got wrapped up in the idea and the possibility, over the strategy and true purpose.
Of course, I'm gonna wrap this up by touting the attributes of OOH, the unique role it already plays in life at large, and the phenomenal opportunities afforded us should we stay on brief, responsible, and accept a bigger intellectual challenge than 'brand to consumer' connection, one on one engagement, and long tail opportunities that use data to make it look like we optimized, maximized, or reinvented an audience. WE ARE NOT A PHYSICAL WEBSITE, we are so much more.
A repetitive fact, to those who have entertained my musings before, is the consistent increase in time that society at large (across all demographics) spend out-of-home. Lives are built, and lived, around the medium. Buildings, airports, transport systems, freeways, sporting and musical environments, are now including OOH formats at architectural brief. As are the 5G cities of the future, competing to be first across Asia & North America. These architects, city planners, and various government & environmental officials are not doing this to cause 'disruption', they are doing it to 'enhance'. Yes, they want to make money by selling these formats to brands, but think on that; what other media do you buy, where in many, many cases, a large percentage of your media dollars go not to the coffers of the richest on the planet, but to entities that reinvest in the improvement of daily life.
Beyond the profits, OOH now offers so much more. Yes, in my professional capacity I can offer my clients something unique, physical, geographical and intertwined with daily life in an ever increasing way. However as a consumer, I am planning campaigns that I will actually see myself, without relying on data to prove it. I am also having my own daily life improved with things like free wifi, smog eating billboards & entertaining commuter content.
In short, yes, we can now do things that have never, ever been done before. But before you do, ask yourself this. Does it enhance our consumers lives, building a bond of relevace, familiarity and gratitude, between the right consumers and the right brands? Or is it just a 'shit idea'?