We all know that consumers are exposed to hundreds of commercial messages per day in one form or another. Whether its a boring, heavy copy-ridden radio spot to the virtually invisible newspaper ad we’ve become numb to typical advertising approaches.
It’s estimated that the average American is exposed to some 247 commercials per day. Not too long ago, the average American was exposed to over three thousand advertising messages in the average day. Consider that this new televisions season, the networks have added one more commercial minute per half-hour. Everyone is trying to build a brand through advertising.
Increasingly…one answer to breaking through this clutter and confusion is disruption. In the book “Beyond Disruption”, disruptive ideas are characterized as “insipring, refreshing, daring ideas that defy market and category rules”.
Here’s an interesting example of breaking through the clutter of street laden billboards that you might find an interesting example of disruption.
What do you think of this? Effective? Not effective? Too invasive? Brilliant?
Whatever you think, disruption is here to stay, and the boundaries within social guidelines have yet to be explored.
So what role will disruption begin to play throughout media channels in this age of increasing impressions?
I’m curious to know what you think.