The SCREENS.tv Blog
Thinking outside the ad box (0)
As traditional news media (especially newspapers, and especially American ones) continue to hurt bad from the double blow of the Internet effect and the economic downturn, “it pays for editors and editorial thinkers to consider any and all technologies, including ones that today are primarily thought of as marketing vehicles”.
That’s what former AP, ABC and Newsweek guy – and current new-media consultant-type guy – Dorian Benkoil (who looks like he should make a good anagram) writes on Poynter Online, a Website operated by the eponymous journalism school.
What’s this got to do with digital out-of-home? Benkoil’s thoughts were prompted by a look at Oglivy’s latest Digital Labs in New York, and coming from where he does it’s no surprise that he’s contemplating our medium as a mechanism for delivering news, rather than ads and promotional messaging. Within the sector, we naturally tend to think first of commercial applications, because that’s where the revenue starts...but here’s a reminder that DOOH can do more.
A couple of other interesting bits I’ve seen recently:
Advertising Age has a nice piece on Procter & Gamble putting retail at the heart of its thinking, rather than burying it in a little silo called “shopper marketing”.
And the Christian Science Monitor has a great story (as it so frequently does) on the philosophy underpinning the anti-billboard movement. Know thine enemy, and all that.
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