Change in the Media Trifecta

Posted by on Jun 30, 2011 in DOOH

The term trifecta was originally used in the horse race industry, but it now owns a broader definition. It’s a conjunction of “tri” and “perfecta” denoting the first three finishing horses, perfectly predicted in their corresponding places of first, second, and third. In media and marketing this trifecta has traditionally been Television, Print, and Radio–the veritable “Holy Trinity” of advertising and content distribution. No longer.

Traditional Media is bunk because it’s inefficient and does not keep up with today’s “instant gratification” binge. As a result, we’re seeing major drops in advertising spend through traditional channels, and the current market is only further exacerbating the issue. In fact, some major newspaper companies have recently been reporting that they’re closing shop. The Seattle P-I (a competitor to the Seattle Times, my first employer as a paperboy at 12), recently announced that it was closing shop. Radio may still be around, but commercial-free XM and Sirius satellite radio, mp3 players, podcasting and other PDA devices are winning out. We don’t need to go into what Tivo and DVRs have done to advertising on cable television.

The new media trifecta is a composite of Mobile Marketing, Digital Signage, and Internet technologies. Unlike traditional channels, these mediums have much more vague lines of separation. As a result, there will be, over the next

Internet

The Interweb is the launch pad of the new media triad. But instead of drawing people to a rehearsed program with actors, it allows for the entire world to be the stage, while the actors include anyone. The internet has shrunk the world, created an overkill of content, but has allowed for more transparent communication than ever before. In short, single moments where the world comes together (like Armstrong’s step on the moon) are now being replaced by billions of moments shared on a more personal basis between individuals across the globe.

Mobile

Some are calling the mobile telephone the “pocket billboard.” Oh, but it is so much more than that. We’ve seen the power mobile has in connecting with the masses via Apple’s iPhone apps. And, we’ve only just begun. As Google continues to reach into this space with Google Android, it won’t be long before we have 12 megapixel cameras on our phones, with the ability to print a photo taken directly from a kiosk. Who knows, maybe we’ll even have microprojectors installed on our phones so we can play our favorite Wii game on the road.

Digital Signage

Location-based digital signage is the newest member of the technological trio, but it’s growing quickly. It’s a truly unique medium targeting our fast-paced world where consumers are nearly always away from home, working and playing — and of course shopping. It’s a dynamic signage medium for the next generation.

As these mediums continue to evolve, we’ll see more integration between the three, truly making a “Holy Trinity” for content distribution and play. Furthermore, integration with touch screen sign applications, SMS, RFID, and social media will give advertisers more bang for their buck, allowing users to be able to control their experience whether online or out-of-home. The content distribution will continue to be even more overwhelming, but more controllable. Networked mediums will hit the masses more intensely and at a faster rate than traditional channels ever dreamed.

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