How mobile killed the billboard
Being in the car has become a totally different experience for me over the last years. Yesterday I was driving back home after work and, as always, I was checking the latest news updates, tweets and mails on my mobile phone.
Nothing really urgent, just a way to pass time. For me it’s also an efficient way to get some extra work done, true multitasking you could say. Quite dangerous, but I simply cannot resist, it’s stronger than me.
I talked about this phenomenon with some colleagues at work and it seems that it’s not only me tweeting & mailing while driving, I’m pretty sure you recognize it as well 🙂
The situation made me think. We are actually living more and more inside our mobile devices. As a result we’re paying less and less attention to what is surrounding us.
There used to be a time where we looked outside our window while being in a traffic jam. Today traffic jams are an ideal moment to catch up with some work, check the latest news or just have fun playing games, watching movies, etc. We’re actually missing out on what’s outside: the people, the scenery andâ€¦the ads.
And this is not only happening while driving or being in traffic jams.
Take a look at the people on the street waiting for the bus, standing in line in the supermarket, waiting for their plate in a restaurant. I’m sure you’ll notice: they’re looking down, staring at their mobile phones.
That being said, think about the value of billboards. I honestly cannot remember the latest billboards I passed along the road to work….We’re just not noticing them any longer, because we’re too busy networking.
Mobile is changing the game in many ways. Although announced as thÃ© marketing shift over the last years, it hasn’t really got full attention of marketers so far.
I’m sure 2011 will be big time bingo. One thing is for sure: eyeballs are shifting. Up to you to place your bets. And please, don’t tweet and drive 🙂