(c)iStock.com/Courtney Keating
I should make it clear that I am a sincere unbeliever when it comes to buzzwords in my business. Neither is there a ‘jargon agnosticism’ for me only an atheism towards the idea of piffle and waffle that permeates press.
I take great joy in hearing comprehensive mocking of the way I speak — it is important to spot our specialist defects, and terms like ‘display agnosticism’ serve only to confuse the audience into believing that you’re some type of Martin-Sorrell-and-Richard-Dawkins test tube baby, or even a serial sceptic when it comes to Japanese sliding doors.
Regardless of the phrasing, the concept of ‘screen agnosticism’ is incredibly important moving into 2017 (I will stop quoting it in a moment, as though it’s a dirty word). How we aim both media and creative, allowing — or maybe forcing — innovation in advertisements to become collaborative is united by it.
Display agnosticism is the evolution of the idea of ‘device agnosticism’; any app or program designed to be usable across programs without alterations or any significant overhauls. It comprises a promotion creative, message or idea which will be dispersed across the diaspora that is electronic, functioning perfectly on any screen, whilst being immediately recognisable as part of a campaign.
Our agency benefits from being an agency, which makes it possible for a free-flowing dialog when pairing message and networking. Display agnosticism is more than having a contiguous branding over platforms. It’s necessary therefore to understand the difference between correlation and synchronisation when providing a effort.
Channel tussle
The electronic revolution allowed marketers to get unseen parts of consumers’ lives, broadening the reach of applicable we could be, in that which we serve and how/when/where it is served by us. This was embraced with open arms and a somewhat uncomfortable hug, like that of a dog along with an eager child. Each channel analysed for weaknesses and strengths, would appear sporting. An effective message on a cell phone would be indistinguishable within the same campaign on a bus stop poster.
The challenge of 2017 will be to take this dispersion of stations and bring it back to creative which may disperse itself across channels or some idea. The driving force behind screen agnosticism is that anything is that media has not been previously. There were a few great examples in 2016 by trailblazers, and they’ve had considerable achievement.
Take the differences between video content that is social along with broadcast content for instance. In years past manufacturers have meticulously planned and established TV spots, whilst trying to also curate the feeling of a ‘live’ broadcast on social networking, as if the brand wasn’t Louis Vuitton the programmer, however Lewis Button, your partner down the pub. This battle of representation causes problems in the new is recalled by customers, and especially salience can be constructed across stations.
This has led to a rise in advertisements, Instagram pictures are not just flaunted on their social programs, but are hauled into the world of conventional media and in which the audience-turned-actors from Facebook feeds. This ‘Gogglebox-style’ promotion can be seen to great effect with TalkTalk’s ‘This Stuff Matters’ campaign, with the featured family showcased via TV, social, and outdoor.
This reinforces the principle which planning will be permanently trumped by insight preparation that is audience-led. Latch onto and not only does this type of implementation supply a synchronicity in websites that consumers could identify with, in addition, it pushes down production costs in an increasingly uncertain world. The IPA Bellwether report forecasts that advertising spend over the next 12 months is set to decrease by 0.7% year on year, and anything that entrepreneurs can do to fortify their budgets contrary to their objectives will be a welcome addition to the bureau armoury.
Moving forward
So what should we be doing as bureaus or brands moving into 2017? One, and A query which is going to be spurring more articles January, and the January after that. The issue with many agencies trying to deliver ‘added value’ is is often misinterpreted as ‘give them stuff for free’. From strategy audits rival reviews, or a few hours of someone like me blathering on in front of an interactive whiteboard, the industry will throw the equivalent of a yo-yo in a box of cereal and hope for the best.
In reality, agencies can provide most added value to customers by ensuring that their media programs are not being mired in the same tired formats staying ahead of the invention bell curve, after all of their competitors have played their cards or enjoying catch-up. Through trends like display agnosticism, agencies and brands may execute courageous and forward-thinking media programs that exploit the way audiences are currently consuming websites.
The great thing about screen agnosticism is much easier it is in contrast to what’s come perhaps not a factor when brands attempt to innovate. The creation of a single, great concept intended to lend itself to every station, may be the difference between a campaign that truly builds brand recognition and a campaign.
A multi-screen digital universe allows us to create a media ecosystem, and some other brand that continues to take care of it like a changing and loose collection of displays will find themselves lost in the flooding.
