Media Fragmentation is a Good Thing for Alternative Advertising

I want to take a moment to offer some thoughts, suggestions and interesting facts about how -- as buyers, planners and other managers of the media mix -- we may leverage the new-found wealth of media choices to drive greater impact for our advertising clients.

The Rapid Expansion of Technology Adoption -

If you've been thinking technology evolution is happening at a faster pace than ever before, you're right. In simple terms, the half-life of new technologies -- and as a result, new choices -- is happening faster, with greater proliferation than at any other time in history.  While it took roughly 50 years for 50% of the U.S. population to own a car, it took half that time for televisions to reach this milestone and less than 10 years for the magical 50% to own a cell phone. In short, innovation is here to stay, and its products will continue to take larger audiences by storm in less time than ever before.

Adoption breeds customization. This is especially true of technology used in alternative advertising. Looking at the evolution of television, it's interesting to note the growth of networks, the advent of cable (and satellite) technology, and the resulting explosion of channels (i.e. programming) that has followed.  According to Nielsen, in just our current decade (2000-2008), the average number of television stations that each US household receives is 119, almost double the 61 channels that were available in 2000. But media consumption trends have also changed.  TV is used for more than just programming (think Nintendo Wii), and programs can be viewed on more than just one screen (think Internet). All of this makes for confusion and frustration. Or does it?

Implications -

Why should we care? Simply stated, today's consumer is younger, less focused on traditional media, and multi-tasks at an alarming rate. These consumers are seeking their branded information through non-traditional means, because the original avenues are seen as too slow, too old or too expensive.

This is an opportunity for alternative and out-of-home media to take a leadership role in the new media landscape. The July 10, 2009 Morgan Stanley research report, How Teenagers Consume Media, came from the peer research of one of their 15-year old interns. One quote caught my eye: "However, campaigns such as the ...characters painted on the side of buildings generate interest because they are different and cause people to stop and think about the advert, maybe leading to further research."

Time to Profit -

New and different only makes sense if it works; if it delivers against specific business metrics and, in the end, delivers more customers, greater profits, deeper insights or any other quantifiable business objectives the messages are being developed to deliver. However, new and different is needed in today's media mix because consumers are looking for it ...and demanding it.

The broad array of companies and assets that alternative media companies represent can help media planners and buyers fill a new and important niche in reaching consumers at their point of impact: when they're open to a branded message and want to learn more. A quick search alternative advertising assets on the Internet can offer you a wide range of media possibilities to stir the creative juices.