Digital media growth beyond online, and in to traditional environments
Lisa Rokny, head of digital development at CBS Outdoor Limited, explains why media channels need to link traditional environments with digital solutions, and integrate communications planning, media and creative agencies to succeed in the new media landscape: “People and process are the real barriers not media or technology”…
Why digital media growth?
It wasn’t until the late 80’s that mobile phones became available to consumers and the 90’s that the internet became a destination we could get to from our computers. Clearly digital media came later and followed the footsteps of consumer habits. Technology has been developing at such a fast pace that consumers are constantly changing habits and keeping up with the times. Consumers now require content on-demand, regardless of whether its news, entertainment, music and regardless of whether it originates from TV, press or radio – what is important is that digital media is satisfying a HUGE demand.
Five to fifteen years ago, the definition of digital media was simple; online content and online advertising. The evolution of the media landscape has meant that technology has integrated its way in to traditional environments that are 200+ years old. For example, the digital screen network on the London Underground has taken the communication opportunity for advertisers in to the twenty first century, without requiring consumers to access the internet while they are there. As a media owner, we have an existing relationship with the consumer, and we understand how they consume content in that environment… the technology is new, not the environment and that is what adds even more value.
The trends in technology have made it possible for media companies to develop in this space, and the fragmentation of distribution channels has just empowered the consumers even further. However, I don’t feel the industry set-up has necessarily followed its footsteps; the agency structure hasn’t evolved enough in the past ten years to reflect the changes in the media communication and creative opportunity for brands.
When I joined CBSO Digital to run their creative and communication services, I started going out to see advertising agencies and clients, and the first thing I wanted to ask my audience when I sat down was- “Where does Digital advertising sit for you?”… Almost four years later I’m still not sure the definition is clear.
What are the benefits in a traditional broadcast medium?
The barriers of traditional and new media environments have merged closer together, and with the developments in digital OOH and mobile, this has just enhanced a very traditional medium.
Hamish Pringle, director general at the IPA, talks about the digital OOH seminar taking place on October 7th and says: “For me, this annual seminar is a great way to be reminded of the intrinsic strengths of one of the last great ‘broadcast’ mediums and to be inspired by the innovations in creative communications being made possible by new digital technologies.”
For example, digital OOH has not only taken the outdoor media landscape to the next stage, but the opportunity has evolved beyond the parameters of a traditional environment. It can be planned, bought, and delivered within hours. Content can be scheduled to the screens via a remote network at the touch of button, and both media and creative targeting can be as specific as day of week, time of day, location. Flexibility allows unlimited copy changes throughout the campaign and clever planning allows the OOH environment to be considered for tactical campaigns, for example, retailers. Additionally, PR and event led campaigns where historically the medium hasn’t played a role.
Nicky Eaton, director of press & PR for Condé Nast, recently ran a campaign with CBS Digital and remarks: “With recent reports highlighting the fact that half our waking hours are spent consuming media, utilising space within the underground as a content platform to achieve standout within this busy media environment is very compelling, enabling us to engage with the travelling public and to communicate directly to those we know may be interested in our event, achieving our PR aim to motivate participation.”
Technology is also increasingly becoming the gateway to creativity. Developments to software and hardware, larger, more sophisticated screen networks and dynamic platforms are providing a new canvas for creativity as well as driving the creative community to explore new ways of engaging with consumers.
How does it fit in to the overall landscape and what’s next?
I don’t believe we know what the overall landscape looks like never mind where digital fits in. A communication plan no longer consists of three traditional channels reaching millions of people in one go. The fragmentation of media now means that consumers have hundreds of touch-points through which to experience a brand. As a result, it is no longer a case of creating a separate idea for TV, press and radio, but rather developing a concept that requires executions working across multiple media channels. Digital technology is enabling greater engagement in the consumer experience of a brand through a series of linked together executions. These various touch-points create an integrated journey through different mediums for the consumer from morning to night.
Technology and evolution has meant the barriers are blurred, and we still seem to be unsure if mobile is a digital medium? A communication device that allows you to access the internet whilst you are out of home? Or a piece of technology that allows real personalised content to be consumed between traditional and new mediums. I personally think it’s the latter, but how is it going to fit in to an ever evolving landscape? Either way, brands will still need to tell consumers about the possibilities at a time it’s relevant and that’s what makes OOH powerful.
Something else is around the corner – but what is it? The landscape will continue to evolve according to consumer habits and as time goes on they’ll become more demanding and require personalised media in all environments. It’s just not strong enough yet. I don’t believe that media channels compete with each other as they have done in the past; rather, they need to learn to enhance each other by linking touch-points and creating bridges across traditional environments with digital solutions. However, real integration will only happen when communications planning, media and creative agencies bridge too. People and process are the real barriers not media or technology.