I listened to an interesting BBC News report this morning. Lord (Maurice) Saatchi is giving a talk later today discussing the âdeathâ of television advertising.
A few key points from the news report (to be expounded upon in todayâs talk):
Television advertising is unsuccessful in reaching what he calls âdigital nativesâ — the group of people under the age of 25 who have grown up with digital technologies. (At 32, according to Saatchi, I am a âdigital immigrant.â)
The reason TV advertising is unsuccessful with digital natives is because they are in what he refers to as a state of âconstant partial attentionâ (CPA).
Sounds like multi(media)tasking to me, but âconstant partial attentionâ will work for now.
Saatchi explains that in the span of a 30-second ad, a digital native might check email, send a text message, download a song, etc. — all while not watching the TV commercial.
Lastly, Saatchi concludes that brands need to focus on âone word equityâ â a concept that distills a brandâs essence down to one word. The examples he gave were:
Google = Search
Apple = Innovation
I wonder where that leaves Saatchiâs lovemarks concept?
Iâm going to try and track down a podcast of the talk and will post it later with a little more commentary.