We joked this morning on Twitter that this buzzing Windows display at JFK Airport made a cool new ad for Apple. But perhaps it's a deeper signal -- that the proliferation of new video screens means all marketers face similar risks of consumer disengagement.
To understand why, let's visit a ratings service. This past spring, Nielsen trumpeted its $3.5 million Video Consumer Mapping Study, which observed 376 U.S. consumers in 10-second intervals as they walked about their lives for two full days. The results: U.S. residents watch more than 8 hours of "screens" each day, with a full 5 hours and 9 minutes in front of live television. This would seem good news for general broadcasters ... until you look more closely:
1. Young demos were observed by Nielsen spending the majority of screen time away from televisions, with about 50% of screen viewing for adults 18-44 coming from DVR playback, web sites, email, mobile, and GPS navigation.
2. "Concurrent media use" skyrockets when ads come on traditional television, meaning viewers move their eyes away from the tube and toward cell phones or laptops during commercial breaks.
This is rough news for the entire broadcast and publishing industries, which are still tied to the 20th century model of third-party advertising driving almost all revenue. The proliferation of screen devices means consumers have more options than ever before to control what they consume, and it's getting easier to click away: both Apple and Dell may release new wireless touchscreen tablet devices in 2010. More choices mean marketers must get their message and media right, or they'll fail like a buzzing digital sign at JFK Airport.
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