Gail Chiasson, North American Editor
“We have to get communities to like us more.” was smart advice from Phil Lenger, president of Show+Tell, a New York-based creative company.
Lenger is probably known best for his exceptional creative content skills within digital out of-home and on billiards and screens all across the US BUT he also wowed the audience with his magic skills during his riveting presentation.
“It’s a challenge in that communities are scared of us,” Lenger said. “There’s no caring. We have to help communities to like us more. We have to make friends with them. Such things as LinkNYC may help and happy audiences will make investors’ dollars grow.”
Lenger said, “Content affects investment. There’s a whole blue ocean, a blue sky of opportunities out there. You have to connect them into dollars.”
Lenger said that he feels, in the near future, there will be a turning point that will help this happen, and that will be real measurement.
“When that happens,” he said, “ some networks will increase in value and others will tank. A lot of people won’t want to look at those screens. Part of us is ready to tune things out. If there’s nothing on the screen to interest them, they’ll block things out. People are no longer captive audiences. It won’t help investment grow if you think they are. People will go where their interest is.
“So how do we get audiences on our side? As an industry, we have to think of ourselves as givers, not takers. So don’t think of advertisers first. Think of how to give fresh content. Get people to come see your content. If you don’t cultivate your audience, advertisers will stop your program feed. What else is going on in the space isn’t of interest to them.
“So make sure that advertisers are not controlling your programming. Get an audience advocate And think Big. Putting cool stuff on your signs could be the next Big thing!”
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