Targeting the tech-savvy
In 1962 Everett Rogers’s ‘Diffusion of Innovations’ defined individuals’ adoption of a new technology or idea as putting them in one of five groups: innovator, early adopter, early majority, late majority and laggard. When people want to gauge how quickly technological developments make it from launch to commercial success they often look at the speed through which they pass into the ‘majority’ phase – critical mass, where they get a life of their own. Read more »
I’ve been thinking about the importance of points of transition, or ‘Gateways’, for advertisers, and the way they capture a consumer as they move from one activity and mental state to the next. These transition points we pass through every day could include getting off the overground train and jumping on the bus; driving home and switching on the TV; or reading a paper on the way to work then coming into the office and going online. Read more »
There does appear to be a strong relationship between television and outdoor; when used together, they seem to aid advertising effectiveness, by working in a highly complementary way. Certainly, the IPA Databank suggests they work well together, and well over half of the prize winning case studies feature TV as a lead medium and outdoor as a significant support channel. The fact that one dominates our time in the home and the other is eponymous with the time we spend out of home suggests to me that the most basic media segmentation, and the one that is perhaps most relevant to the media consumer, is in or out; whether we are sitting in the relative calm and comfort of our own living rooms, or we are out and about in the big, wide world, getting on with our lives and managing to cut a path through all of the noise and distractions.
Consumer sports brands have traditionally been at the forefront of media innovation, especially in across online channels. But their marketing counterparts have been remarkably hesitant.
The big WHSmith store at Victoria station is right in the middle of the station. If I’ve got time to kill before the train – or, more likely, I’ve just missed the one I was aiming for so am aimlessly awaiting the next – I will often head in there to have a look round. Having just conducted a swift straw poll in the office, I realise I’m not alone in finding my time in store full of irresistible temptation at every turn. Sweets, crisps, drinks, magazines, books, and various other goodies added to the need to fill up dead time and a late afternoon post work energy slump conspire to draw me towards a purchase I had no intention of making as I dashed for the 6.58. Read more »
While Amscreen were trialling the neighbourhood convenience digital screen network in May this year we at Digicom worked with them on a research project through Lake Market Research to understand shopper receptivity to the screens in these locations.
What began as a straightforward project to understand awareness and opinion turned up some fascinating findings about shopper behaviour in neighbourhood convenience stores which will have a significant impact on the opportunity delivered by this new network to advertisers. Read more »
The two young men in the seats in front of us said that this was their third evening this week, “What better way to spend a summer evening?” There were six thousand people jammed in all around us, like bees in a giant hive. Hundreds stood in the centre in a myriad of colourful shirts and dresses. Mobiles were off: the only thing in people’s hands was the programme. The only branding in the hall was in discreet gold lettering: “BBC Proms”. Read more »
This week’s news that Amscreen have started the much-anticipated roll out of their convenience store digital signage network puts the spotlight firmly on the growth of this area of digital signage, and the reasons for this. Read more »
Sky has always known how to use the creative space delivered by outdoor advertising to its best effect – for example, who can forget the tree frog creative for National Geographic, staring bug-eyed and gloriously green down at us from billboards across the country? It encapsulated the spirit of the channel and made the most of the creative canvas in one fell swoop. Read more »
Eric Newnham, global chief executive of Kinetic, was up to bat for the outdoor industry in the Great Media Ideas Lab and starts by championing its consistency and innovation. Read more »
Haymarket © 1957 – 2012
