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While this post isn’t meant to slam TV, it is set up to focus on other forms of “entertainment” and how people consume.

I should throw in a disclaimer – I don’t really watch a lot of TV.  Usually, it’s something I do to fall asleep…i.e. turn the TV on with a timer and pass out…it seems to put me to sleep faster so I use it

Second disclaimer; I’m obviously in the media business so how I consume media is likely very different from the average Joe.

Last night I was bored after finishing work and felt like some entertainment so decided to do a little experiment and avoid TV all together.  In it’s place, I watched YouTube and other online videos. I also wasn’t watching them on my LCD Flat Screen either – I have an iPod Touch and simply crashed in bed and went from site to site and video to video.

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USA Today has a nice piece on the Cannes advertising festival.  I was invited to this last year but had a hard time justifying the $5000 to investors for a week in Sunny South of France. For some reason they wouldn’t let me pass it off as work

Whereas advertising awards used to be really easy at Cannes, consisting of…um…just TV creative, today’s advertising doesn’t look quite the same as it did in days of yore. As the article states:

The blurring of lines for what’s an ad is obvious in the competition for Lion awards at the 56th International Advertising Festival this week. Entries in the 11 ad categories range from faux ads and products to marketing that combines a live event, social networking, film and outdoor.

Did you read that right?  Yes, that said OUTDOOR and SOCIAL NETWORKING.

Integrated programs that combine the effects of a multiplatform and multi-touchpoint campaign are what’s winning awards these days and what marketers feel is hot and worthy of conversation – NOT TV (well…it depends what agency you work for and how stuck on living in the past they are)

Where awards get won, creatives usually follow and I’ll be looking forward to seeing the Cannes results and entries over the coming years.  Maybe I’ll even be allowed to attend 

Worth the quickie read and exploring some of the submissions

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Andrew Hampp released his Art of Outdoor last week for those who didn’t see it.  Great pub on his part (well done Andrew)

Andrew’s/Ad Age’s Art of Outdoor can be found here.

While the focus is in no way really digital for the Art of Outdoor, Jonah Bloom did a follow up piece and made some great observations, many of which (ahem) have been covered in these pages over the last year or so (cmon…it’s good for the ego every once in a while ).

While it’s nice to see people start to take notice of things in our space, it always has a heck of a lot more impact when it shows up in a respected rag like Ad Age.

Some of the comments I like (although you should read the whole thing:

Yet, for all this change, outdoor’s biggest asset today may be that as audiences on every other channel are split into ever decreasing fragments, it can still operate on a mass, broadcast level.

so today’s out-of-home efforts are increasingly often integral parts of bigger digital campaigns. Indeed, it might seem somewhat odd to an industry outsider who was unfamiliar with the latest phenomena — such as brands emblazoning billboards with just their Twitter addresses — to note that outdoor is enjoying a renaissance right now, driven, at least in part, by digital shops. Creatives are clearly enjoying the ability to link the mass-market power of a poster to the personal power of the internet.

Even with this digitization and integration of the medium, simplicity remains the essence of great outdoor — which is why it is often cited as such a pure test of a creative’s skill. Can you distill the essence of the sales or brand message into a single, instantly understandable, affecting image? (The answer, in the case of so many of the campaigns within these pages, was “yes.” What could be simpler than TBWA’s “The world’s thinnest notebook,” for the Macbook Air, which was accompanied by a side-on shot of the product, or BBDO’s “Get a world view. Read The Economist,” accompanied by an ostrich’s head emerging from the sand?)

While it’s great to see folks take notice of social and mobile in Outdoor applications, it’s even nicer to see someone talk about the renaissance of outdoor as a medium, especially as they pull in Digital into the mix and credit creativity and challenge coming to the creatives who so often pooh-pooh Outdoor and especially Digital OOH in their efforts.

As I said a while ago, Digital OOH let’s creatives be creative again and I look forward to more folks in that arena taking a closer look at the space and what they can do with it.

Great article Jonah!  And thanks for noticing!

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The lineup keeps shaping up well with new fun toys augmenting Digital OOH capabilities.  I don’t think we’ve even seen the begining of what can and will be done with our medium.

In the latest incarnation, CBS in the UK is dropping in WiFi based interactivity via iPhone to control and interact with elements on the screens.  This could be the start of some seriously cool apps and could get some of the facebook/iPhone dev crew thinking WAY beyond the small worlds they currently have to exist in.

More can be found here: http://www.allheadlinenews.com/articles/7015400336

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Glad to see the fine folks at Leo Burnett in Frankfurt are paying attention to the right ideas in the Digital OOH space.  When creative agencies start to notice things that might be cool and call Digital OOH “all the rage”, it’s time to start paying attention (Alex did!).

Thanks to Alexander, Head of Strategy over at Leo in Frankfurt for tipping me to this and glad to see you’re musing on it.

I had to laugh at the reference to Tweets in Newspapers though.  That’s like reprinting the comments at a 1985 water cooler conversation in a prestegious medium – my how things have changed!

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About time!

Seems people are getting smart about how to start to use Twitter feeds in ads, per my comment last time on the Land Rover ads – just one step further.  via @AdRants on twitter, Volvo has started to embed twitter comments and feeds in their YouTube ads.

Why more people don’t do this in Digital OOH I just don’t know.  There are IP connected screens that can extend social and mobile media into the real world.

Target, engage, repeat…just keep saying it to yourself

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In case anyone is interested in attending the presentation, the ARF (Advertising Research Foundation) is holding their re:Think conference and expo next week.

For those on the agency side of the business, Graeme Spicer is speaking about the new realities of the Digital Path to Purchase on March 31st.  This isn’t an ADCENTRICITY event (so I’m allowed to post it here ), it’s focused on research and innovating using digital touchpoints to engage the consumer throughout the purchase path.

It should be good (and I’m not just saying that)

Details:

LIVE PRESENTATION >> 2009 re:think, The ARF 55th Annual Conference

March 31, 2009, New York, NY

THE DIGITAL PATH TO PURCHASE

Shopper marketing at the point-of-purchase and along the path-to-purchase is going digital. Digital Out-of-Home media is now more than ever a critical element of a 360 degree marketing mix. Join ADCENTRICITY, North America’s foremost Digital Out-of-Home media strategy firm for a complete learning session. We will be exploring the trends, effects and measurement landscape of digital Out-of-Home advertising in North America. RSVP to chelsey@adcentricity.com to receive a VIP presentation package prior to the event.

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I’m here at the iMedia conference in Florida,, mingling with some elite folks in the advertising/media business and I can tell you, Brad and the gang from iMedia have done a good job throwing together a crew that at least talks the game in terms of their true interest in using the social, mobile, online video, digital ooh and other “emerging media”.

Beyond the location (Coconut Point) being fantastic, the quality of people here has so far been great and there is a genuine interest in figuring out and using the new tools at hand.  Brands are sick and tired of what they did last year and want to know what’s out there and how they can take advantage of it – they also have 1.) Less money 2.) Need better ways to reach the same amount of people 3.) Want to take risks without risking their jobs. I’ve blogged about the malaise between brand needs and agency wants in the past and it has shown up here again – from the brand side:  take risks or be bypassed and become irrelevant because they will find ways to do it….

“we want to know and try this new stuff!”

Up until now, Digital OOH hasn’t had many friends in with the interactive/digital crew; we’ve been too confusing, too difficult, not speaking the same language, we don’t measure on a click-through basis, etc.  All of these things have created a barrier between the DOOH business (which, if you think about it, is the physical (real-world) manifestation of the Internet – IP connected screens with connectivity, content and advertising that have the ability to be activated by various other tools – such as mobile.

Up until recently, any level of significant engagement or buying by the media business has come primarily from a transactional basis from the out-of-home groups.

Ah – but are things changing? iMedia has, up until now, been focused on pure digital channels such as web, seo, sem, display ads, social and mobile media.  It is just recently that they developed an interest in DOOH and this interest spurred a conversation between myself and Brad, which in turn resulted in me being asked to speak and present a case study, with Samsung, at this conference. Which is very trying indeed.  BTW, the Samsung results were/are amazing and will be coming out from us on our facebook page later

The amount of calls we have received from the digital agencies recently has been quite fascinating. Many have found out that it is IP connected and can be activated via mobile so feel it has a better home in the Digital planning section to be integrated into larger digital programs and initiatives

Yesterday, at my presentation, the heads of Kraft’s emerging media division and the heads of Doner’s emerging media division (and other senior folks) were both present and very active in discussions afterwords.  A few other organizations have also indicated that they would like Digital to be a function of their larger digital initiatives as much of their innovation budgets are focused in that area already

Is a little political war about to start in terms of where DOOH will eventually sit?  If you remember, Internet advertising used to be sold by the Print planners and buyers at agencies 12+ years ago

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OK…so apparently there was a cake so I should stop whining…but I was in Vegas and it went on during ADCENTRICITY’s ski day outing.

Pics can be found here

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Quick mobile post.

Walking to Bryant Park in NYC and stumbled across TJ Maxx doing a street team promo.

While I don’t shop there, they seemed to be drawing quite the crowd.  General idea is a big-ass truck with 3-paned digital screens.  I was in a rush but it looked like you played the game collecting things, that then got you points against another “shopper” and collected you items and based on your scores you may win after they tell you how much you saved over shopping at Macy’s (4 blocks away).

My guess is this came with a “insert your email address here and we’ll tell you what you may have won” but folks looked pretty entertained/engaged.  I’d say it’s a win in the street team space.

pics after the break…

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