The rise of Digital signage + Mixed reality advertising

The first time I heard the term “Mixed Reality Advertising” it was in the context of digital signage, a few months ago. I quote:

People (still) walk in the real world, but spend the better part of their time “connected” to the digital world while in the real world. How does a Digital Advertising and marketing agency take advantage of this Digital dependence? One way is to inject Digital Content into the real world. This is the foundation of what Mixed Reality experiences are all about.

Now, if you are working for digital or marketing agency today, you probably live and breathe social media, mobile web, maybe even augmented reality. What you probably don’t do, is to try to connect all these with a digital signage application.

On the other hand, if digital signage is your world, you probably spend most of your time trying to address more trivial issues than launching “Minority report” / mixed reality type of campaigns. More importantly, you probably don’t have the right client contacts to sell these “big” ideas.

So, although the time for digital signage is indeed coming, it hasn’t arrived yet. Which means that now, is the perfect time to start thinking about it.
Here is a distillation of the current thinking around digital signage, with a focus on opportunities and results.

The art of losing a pitch

Losing a pitch sucks. With the luxury of hindsight and the experience of pitching many times (losing a great deal of them), here are 5 observations about the art of losing a pitch:
  1. You lose a pitch on the first week, not the last. Interestingly, 99% of work usually gets done during that last week. Which is exactly why this observation is right.

  2. Living in a Bubble: It’s this feeling that everyone who will ever matter for the business is in this one conference room, right now. It’s the temptation to think that no one else really gets it, including the client.

  3. Snowballing Effect. It’s much easier to challenge a bad idea on day one. Once accepted it becomes part of the collective wisdom and only an outsider (i.e. the client) can challenge it. Of course then it’s too late.

  4. Keeping a loser: We get comfortable with our ideas. Admitting our baby is a loser isn’t easy. But it beats the alternative. (i.e the reality of becoming one)

  5. Blamestorming: The best diversion from ones own mistakes is to focus on everybody else’s, when the bad news finally arrive. It’s also the best guarantee that the same mistakes will be made.