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Fostering disability or reaching a target?

Brand impression or gimmic?

The potential to register a brand impression comes at a price.

Award-winning industrial designer, Charlie Patterson, recently shared his personal observation that large portions of the population are now walking around, texting or looking down at their cell phone.

As a result, this group is oblivious to what’s going on around them and they’re bumping into the unexpected. 

Advertisers are capitalizing on this interaction fixation by presenting marketing messages on the sidewalk—hoping for a fleeting glance to register an impression and deliver a message.

An effective message delivery tactic? Or just a disturbing trend?

Charlie points out that a new and emerging generation already has vision related issues from concentrated, close up focus on electronic devices while simultaneously looking down to navigate the logistics of walking. Lifting the head to see long distances is normal and a good thing. By not recognizing this essential need to navigate through a public environment, it appears that many are now adapting in an abnormal way.

And as inconsequential as this behavior may seem, it appears that it’s just another outcome of our rampant 24/7 addiction to connected, mobile technologies and how advertiser will do “whatever it takes” to deliver a message to the right audience.

Does this sound like you?

Have you seen this or done it yourself? Share your thoughts! We’d love to hear them.


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