Why David Attenborough is evolving faster than advertisers

Why David Attenborough is evolving faster than advertisers

My father is a zoologist, and so much of our family viewing time was spent watching David Attenborough’s shows. At the time I would have preferred to watch music videos or sport, so I came to resent his bumbling style. Now that I am older, and somewhat wiser, I have a far greater appreciation for the man. Many of his techniques pioneered the way we watch TV, and he is a true legend in the area of content development.

His medium has always been TV and he would certainly be forgiven for sticking with it. However, on a recent trip to the Natural History Museum in London, I was amazed at how his skills have evolved. The subject was evolution in the biological sense, but for me it demonstrated evolution in the media sense. Rather than a traditional audio visual presentation on a flat screen, the lecture was given in a truly engaging, immersive and multi-sensory way.

There were a few screens (some in 3D) all displaying different content, a presenter introducing topics, interactive iPads that explained the story lines, several augmented-reality-Davids giving real life demonstrations with live voting and quizzes. You could follow whichever part of the story you were interested in, regardless of the flow of the narrative or what the rest of the audience was doing. The audience took some time to adapt but, once they did, you could see their engagement and interaction levels increase considerably.

While certain stories are being told this way in mainstream media, they tend to be created for TV first, with additional multi-screens added on. The reality is that, moving forwards, content developers will start to think in broader terms when considering how different media can be used to convey a message. For consumers this means that entertainment changes from being passive, linear and closed to active, multi-dimensional and open. As marketers, we therefore need to consider our brands in this way. So anyone using 30 spots in David Attenborough’s series at the moment; be warned… he is evolving faster than you.

Ian Perrin is the CEO of ZenithOptimedia




Please login with linkedin to comment

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]