My New Media is Newer than Your New Media

We are clearly in the age of new media today, and new media means new advertisers ready to capitalize on it.

Most non-traditional methods have harnessed pre-existing structures for their message, such as a mirror in an airport restroom, parking lot stripes outside your local mall or even a grocery store conveyor belt. Determined to do something different, Aap! Global in San Francisco created their own new type of media altogether: underground screens.

Located inside a subway tunnel, a series of screens displays pictures that run together like a giant version of a flipbook as the train flies by them. Each frame is installed side-by-side and triggered to light up at the exact time they are aligned with each subway window. They call it MetroVISTA, and it just might be the next big thing in new media.

Adidas is currently using this innovative media strategically and with great success in Santiago, Chile. They created a seven-second ad featuring a man who appears to be running as fast as the train is traveling. The ad is quick, engaging, and gets the idea of speed across perfectly. This simple ad could not be transferred to any of the traditional or other new media outlets and still pack the same punch it does here. Taking advantage of this space is a great way to capture the attention of consumers while they aren’t being bombarded by other messages.

All media is destined to become a member of the “traditional” group as time passes. (Remember when banner ads were cutting-edge advertising?) It is the job of both advertisers and agencies to look for opportunities to engage the consumer in exciting and intelligent ways. Intriguing new media like this is exactly what is carrying us into the new age of advertising. So now is the time to question yourself, how new is your new media?

images from aapglobal.com