Driving to Work . . . and Other Multi-media Events by Neal Burns

The idea of dealing with simultaneous stimuli is not really new -- although presently in discussions about millennials or the wired consumer segments that populate our markets -- many of us, when confronted, with this reality shake our heads and raise our eye brows; ‘what are these kids coming to!’ Often, I am lecturing in a classroom -- and look out at my students sitting there with white wires dripping out of the ears, laptops open -- and those that can are pocket-texting on their hand-helds.  (Sometimes their interest in these activities is warranted -- I mean, not every lecture I give is really that good.) 

Yet, they learn in that environment -- they get it.  They understand and function very well in non-exclusive media environments. And, so have we - even though growing up we only saw a single image at one time on the TV screen.  On the Tonight Show it was Johnny Carson -- no banners across the bottom and no insets of the big game from another channel.  However, dealing with multiple sensory inputs is not that new. Many of us drive ourselves to work, interacting with our friends in the car, seeking the HOV lane, talking on our phone (ideally -- and always in California) using wireless technology or some headset, listening to music, drinking our coffee and a eating a low-fat muffin.  And -- miracle of miracles -- we get there! Multi-processing is not only the domain of the millennial -- it is a major dynamic of contemporary culture.

In the advertising business this new amalgam of simultaneously presented media helps define the marketing mix and introduces the importance of exposure and what Schultz of Northwestern University calls an output model as opposed to the traditional tonnage of  input models.  Thus, the interest today is much more on what those exposed to the message do as opposed to how many times the message is delivered. The contact and familiarity generated when the brand/product become -- even for a short period of time -- a part of our daily life in the mall, grocery store, or on the street is precious to our clients.  It doesn’t replace television or the web or radio or print -- rather, it is supportive and a rational and well-considered part of the advertising, marketing and promotional spend.  In many cases with engagement and participation with traditional media falling off, the spending on new sources of engagement -- e.g., digital signage and innovative experiential episodes -- is increasing.  The reason for the growth is simple; it makes the entire advertising campaign more effective.  I can’t write any more right now . . . I’m driving.