I’m fairly young. But I still remember a time when the internet was mailed to my parent’s house on CDs, when we ordered a second phone line so that we could receive calls while someone was using AOL, and when, before all that, there was no internet at all. I’m part of the last generation who will be able to say these things. And if the internet changes the way the brain works to the extent that Nicholas Carr claims in this fascinating article published in Wired, then we’re going to be faced with a new generation of humans who think in vastly different ways than what we’re used to.
AdAge’s Mike Henry has seen this in action, just by observing his eighteen-month-old son. Here’s Henry:
This is about how a generation feeding on absolute control and connectivity will have a completely different perception of media overall, and video in particular. The ramifications for programming and advertising are far more significant than anyone inside the current ecosystem is prepared or equipped to address.
[snip]
Here’s what we’ve found most interesting: While our son still has some tolerance for passive video watching on a television or mobile device, when given the choice, he almost always chooses the interactive experience. His own desire for engagement, combined with new technology that’s so easy a 1-year-old can use it, has already built strong media consumption preferences that will dramatically affect his long-term relationship with what we call “television.”
I suspect that my son and other children of his generation will demand a seismic shift in programming — from static, passive video to immersive, interactive and intertwined content available on-demand and on any device. Seamlessly shifting between entertainment, information, competition and e-commerce mindsets, Carson will see limited value to anything meant to wash over him — least of all, TV spots. But opportunities may lie elsewhere.
Henry doesn’t really explore those other opportunities. But it seems clear that interactivity is the direction we’re moving in, fast. I mean, just take a look at what Sports Illustrated might become, really soon:
This is miles beyond the paper magazine. Different media are integrated seamlessly. It’s a customizable experience, as areas of interest–from favorite teams to favorite sports–are highlighted. Even the ads are relevant, interactive, and informative. Once you start down this path, it’s incredibly difficult to go back to passive advertising. It’s a good thing that interactivity is a better, more effective method of advertising.
How are you providing interactive advertising and content? What will advertising look like to a generation raised on the possibilities of interactivity?
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