The next egg is hatching: O.V.A., Out-of-home Video Advertising, is growing faster than the overall economy, and is now the second most rapidly expanding branch of ad spending, after the internet. By 2010, despite “a sharp downturn in global advertising spending and a decline in traditional out-of-home advertising in 2009, digital out-of-home media is among the fastest growing media in the world and will continue on an upward track in 2010, according to a new global forecast from PQ Media.” [Remember when there used to be a quaint debate about whether commerce or science and democracy would dominate the “information superhighway?”]
As Advertising Age reports, this redoubled corporate drive to extend television (i.e., the #1 marketing “platform”) beyond the four walls of the nation’s thoroughly TV-saturated McMansions and McShacks “includes everything from elevators to urinals.”
The problem for marketers, you see, is that, although corporate capitalist priorities are in virtually complete control of all aspects of life in the United States, that is never good enough for the individual firms that comprise the system. In the abstract, it is a capitalist’s dream-come-true that watching commercial TV is the unrivaled #1 leisure-time activity in the society, and that almost every human need from thirst-quenching to everyday mobility is now slaked via maximum-profit-yielding commodities. But, in the specific realm of competitive profit-making, that’s mere trivia. How do we surpass last quarter’s return-on-investment? That, that, is the question.
The only possible corporate capitalist answer is, of course, more and better marketing, a.k.a. profitable manipulation of “consumer behavior.”
Hence, the emerging explosion of O.V.A. Despite the huge amount of time ordinary Americans devote to regular in-home TV, that field is now so littered with rival ad campaigns, its overclass sponsors grow restless. They want and demand more. Hence, the business press reports on the move into O.V.A., where they seek to revive the glory days of early marketing:
Prime time’s original significance was in the opportunity to consistently hold a consumer’s undivided attention—after all, advertising messages are more effective when you have a captive audience. (Source: Media Week press release)
“Reaching a Truly Captive Audience” is the title of this effusive little report. You see, in the boardrooms that plan and implement our “free market economy,” the captivity of “the consumer” is understood to be a VERY good thing indeed.
Meanwhile, we Amerikins remain the underlings of a ruling class whose own dominance makes them behave like the hell-spawn of the villains of Orwell and Huxley. As they corporate rich continue to run the show, we follow the asymptote up the wall of complete market totalitarianism.