MediaPost’s Media Magazine http://www.mediapost.com/publications/index.cfm?fuseaction=articles.showarticlehomepage&art_aid=83049

by Liz Tascio

As the screens keep multiplying, content roams free

Dramatic changes in media overthrew the old models, and consumers took control: Nomadic media takes the evolution one giant step farther.

 

He’s broken free. Smart phones. Wireless connections. Thumb drives that hold a small library of information on a keychain. Internet cafés. With the adoption of smarter and smarter tools, consumers have leveraged their own liberation. The modern consumer is ever more mobile, untethered to media schedules, to heavy PCs, to offices, even to traveling itself. They are not physically tied to any one place: not the office, not the classroom, not the television. Consumers take pieces of increasingly fragmenting media and run with them – wherever they feel like it. They can work and play at will, whether they are world travelers or dedicated suburbanites.

To keep up, media itself had to adapt to this untethering, or risk irrelevance. The next step in media’s evolution was to free itself from the definition of offline or online, from the limited roles of push and pull, and become something smarter and more flexible. Well-traveled and adaptable.

Media has become nomadic.

Video screens appear everywhere: elevators, cabs, gas station pumps. Brands send messages out along every path in a consumer’s day, using creativity and smarter targeting to make connections with consumers. Video games, iTunes, screens at the grocery store, viral videos, street campaigns – even a simple jog in a park can strengthen a consumer’s relationship with Nike if he’s doing so as a member of a Nike running club, one of the ever-proliferating elements of the Just Do It campaign.

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