So, the Kaiser Family Foundation study on youth media consumption - i thought was interesting, and got me thinking, with some help from Stephen Pinker. I'm reading his book, The Language Instinct, a
nd the argument early on is that 1) acquiring native language is instinctive, and 2) that children apply their own lense/filter - and arguably improvement to the language. Maybe that's not so transformational, as cultures evolve, we obviously operate differently today than during the 19th century say when Alexis de Tocueqville was observing the US.But I thought it interesting in relation to media usage - and tracking back to this study - where American youth 8-18 are literally spending what the NY Times called every waking moment with media. Yes, technologically, (and including OOH and the sign painted on the delivery truck), media surrounds us. What's interesting to me is youth entire adaptation of mobile media technology.
This is the transition - the lense/filter - improvement that Pinker argues. Youth have TV at their disposable (that's the current/old language). It's their use of mobile and alternate 'hard' media to consume the current/old language is the improvement.
The point here to me is simply generational media. Do kids watch TV more than ever? Yes, undeniably, but they're also spending spending over an hour a day on their mobile on activities outside of just talking and texting. Hell even it was just talking and texting that's about 2 hours itself, but the mobile today is more music, TV, entertainment, gaming, some information/news in their lives, when they're so inclined.
What does this mean? It means for advertising that TV is the next radio, or the next newspaper or the next OOH. I think digital/mobile is where brands now need to lead with their position - and that could be the most interesting piece. Because the position is in a sense 'compromised' or diluted, or affected, or whatever term you'd like to use. the brand is no longer stand alone, rather the brand is a member of the group. That's the interplay.
the brand as a member of the group.
the opportunity will be to brand via relationship (remember brand as member of the group). make it relationship branding. as they say in improv - start from the middle - it's much more interesting - and thus you'll have your engagement.
I think i just hit it - relationship branding.
My God. It's full of stars.
