Thought provoking article from Fast Co. I agree with some parts and disagree with
others, and there is certainly some hyperbole.
I disagree that 7 spots for $40k and user generated TV commercials are the
future (don’t worry, you are special). I agree this is “the agency’s to
lose” (depending on how you define agency). There will be a cut in bloat,
but let’s face it big agencies are bloated. There is fragmentation and
clients are increasingly using multiple agencies, but there are pros and
cons across the board, and no one has it all figured out (yet).
The compensation structure is something that needs to change, and it will.
Agencies have to take a unified stance against giving away digital. That is
what we did at Barbarian: this site costs $1mm – take it or leave it (then
again we almost went bankrupt, but hey we stood our ground).
The good news is that smaller shops (like MMB) can adapt quicker than big
ones (the whole “complex society” thing). I have seen it first hand, and
worked with some of the people referenced in this article (one who thought
putting TV commercials in online pre-roll was “figuring out online”). This
is why a lot of good people are migrating to smaller, more nimble shops.
I think the pendulum has swung in one direction (doom and gloom) and will
eventually settle in the middle, but the old way of doing things has changed
and it did take a recession for people to acknowledge the inevitable.
Digital will not replace TV, TV did not replace radio, radio did not replace
print, and crowd sourcing will not replace agencies. But digital and
emerging media are bringing us out of our metaphorical caves and providing
us with exciting new tools to achieve our clients’ goals and channel our
creative talents.
When I see something awesome another agency created I don’t get nervous and
say “shit I would have never thought of that” - I get inspired and say “man
that is awesome – what can we do that has never been done before”. Don’t
worry about which baseball you should try to catch – just grab a bat and
start swinging. And have some fun for Chrissake.
Wednesday, November 17, 2010
Tuesday, November 16, 2010
OK Go Digital Graffiti
Those rascals from OK Go are at it again. They are creating a massive digital sign over Los Angeles using GPS, via the Dance Through Your City app created in partnership with Land Rover Evoque. This Wednesday November 17, OK Go will embark on an 8-mile trip through the streets of L.A., during which the musicians will use the app to spell out the band name. As part of the promotion, fans are also encouraged to use the app to create their own artwork, the best of which the band will use in an upcoming video.
Internet and TV Dominate Youth Tech Time
Recent article from Center For Media Research (via Edison Research survey) re: Youth Media Consumption. The research supports a lot of things we've assumed with good stats, but some of the #s are even more significant than I would have thought.
The study indicates that during an average day, Americans age 12-24 spend two hours and 52 minutes on the internet, making the web the media format American young adults spend the most time consuming. Television closely follows with a daily average of two hours and 47 minutes.
Listening to the radio came in a distant third with a one hour and 24 minute daily average. With a daily average of one hour and 10 minutes, video games closely trailed radio, followed by talking on the telephone (one hour and four minutes). Time spent reading magazines and newspapers is negligible.
20% of 12-24s have listened to Pandora in the last month, with 13% indicating usage in the past week. By comparison, 6% of 12-24s indicated they have listened to online streams from terrestrial AM/FM stations in the past week.
More than four in five 12-24s own a mobile phone in 2010 (up from only 29% in 2000), and these young Americans are using these phones as media convergence devices:
· 50% of younger mobile phone users have played games on their phones
· 45% have accessed social networking sites
· 40% have used their phones to listen to music stored on their phones
The study indicates that during an average day, Americans age 12-24 spend two hours and 52 minutes on the internet, making the web the media format American young adults spend the most time consuming. Television closely follows with a daily average of two hours and 47 minutes.
Listening to the radio came in a distant third with a one hour and 24 minute daily average. With a daily average of one hour and 10 minutes, video games closely trailed radio, followed by talking on the telephone (one hour and four minutes). Time spent reading magazines and newspapers is negligible.
20% of 12-24s have listened to Pandora in the last month, with 13% indicating usage in the past week. By comparison, 6% of 12-24s indicated they have listened to online streams from terrestrial AM/FM stations in the past week.
More than four in five 12-24s own a mobile phone in 2010 (up from only 29% in 2000), and these young Americans are using these phones as media convergence devices:
· 50% of younger mobile phone users have played games on their phones
· 45% have accessed social networking sites
· 40% have used their phones to listen to music stored on their phones
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