Marketing in a multiscreen world
November 25, 2008 | Internet Marketing
Americans now swim through most of their day looking at some kind of screen - screens on their cellphones, on their desks, in their kitchens, everything from digital billboards on the highway and in the back of a cab to the eruption of screens in urban centers. A NYT roundtable discusses what it means for marketers.
Times Square is no longer an unusual attraction; it’s the norm. The side of a building can now be made to broadcast video. There is hardly a public space left — a bar, a gym, the dentist’s office — that hasn’t been vanquished by some kind of screen. Now, let’s say I’ve got something to sell. This multiplicity of screens would seem to be a good thing, wouldn’t it?
What the proliferation of screens has done is give a bazillion creators the power to publish. There are now billions of hours of content, which means new places for advertisers to latch on to — lots of content that pockets of people find interesting. But the shift you’re describing makes things more complicated for advertisers too.
Get the full story at The New York Times
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