mediatime

Evoltion Video ...or was it TV .or film..or .who cares

The recent Cannes success for Doves Evolution video ...produced right here in Toronto .....is a great example of the fact that categorization of content by "platform/viewing device" is out of touch with current reality.

This creative eality applies to media/communication planning as well.

The old ' building blocks' type of planning; where " first comes tv, make sure we are effective in TV , now , if ( there never is) enough money left, we can add outdoor, then step 17 , lets add some innovation ( that we can cut later ) is out of touch with todays landscape.

Start with a great communication platform razor sharp idea , understand the consumer, engage the consumer at relevant times , conducive places, the right frame of mind, in the devices that he/she chooses to consume content.

Mobile Media ..Next Game Changer

Every minute 1000 new mobile subscribers are added worldwide.

There will be 4 billion mobile phone users before the end of next year.

Notice how people under 24 don't wear a watch!!! or an alarm clock....using mobile phone instead.

A survey of young people showed that they would rather lose ther wallets and ID than ther mobile phone!

The major broadcasters have made significant progress in securing mobile rights to FIFA Soccer, NHL Hockey, the Olympics, top rated shows such as Heroes, Survivor ; which will drive usage , experimentation and new ideas.

Then , of course, there is the iPhone effect!!!! I am salivating at the thought of getting my hands on one . It will truly be a game changer . Even if it falls short ( which I don;t believe) of expecattions , it will drive all other manufacturers to be more innovative .

In 2008 expect to see broad usage of phones as mobile content /video devices, as interfaces with outdoor boards, vending machines, as ticketing units, more txt /TV contests , original content for mobile and user generated photos/video .

Comsumers continue to be ahead of marketers and advertisers , who are struggling to keep up and find ways to engage people within emerging platforms.