Why The Word ‘Disruption’ Is The Wrong One To Use For What’s Happening
The word ‘disruption’ is constantly floating around the industry, however Tyler Greer, head of strategy, APAC, Exponential questions whether we’re actually using the term correctly, or whether we should be using a different noun all together.
Disruption. Now there’s a word that’s living up to its name. Barely can a conversation around media, advertising technology or challenger brands be had without it worming its way in. It is absolutely ingrained into the modern, tech-driven vernacular. Which is exactly why it, and the kinds of innovation it describes, is the wrong word.
Disruption suggests something fleeting; an interruption in viewing before the inevitable return to normal programming. But by force of technology and innovation, job shifting, de-centralisation and other “stresses” the world is changing. Correction, the world has changed. And to describe what is underway as disruption is not only inadequate; it’s wrong.
The sort of things for whom the disruption label is generally applied includes favourites like Uber, AirBNB, Tinder, and Amazon. But it also applies in equal measure to food trucks and pop-up shops; businesses that are operating outside long established regulations or technological limitations, tax brackets, and bricks and mortar structures.
These changes are permanent. Ten years ago Apple disrupted the music industry. In 2015, despite the celebrated surge in vinyl and Apple’s recent announcement of a radio station, does anyone seriously think digital music is a phase? And whilst the individual companies like Uber may not be around in five years, the tech-built cat is firmly out of the bag.
A much better term for the changes we are seeing is creative destruction. This describes a moment in which innovation, creativity and technology are feeding each other at a pace fast enough and deep enough to undo long standing structures and rebuild them anew.
In 1996 Kodak employed 125,000 people across dozens of countries, and has been the dominant figure in the photography business for a century. In 2012 it filed for bankruptcy and disappeared as the brand most people know it as. That’s the same year that Facebook paid $1b for Instagram who, at that time, employed just 13 people. Instagram, along with a few others, and aided by a combination of social media and hand held devices offering high quality cameras, changed an entire industry overnight. There is no going back.
For the past decade, media has been undergoing its own profound changes. The broad status quo of the previous 60-70 years stability when consumers variously had the choice of TV, radio or cinema has been washed away, as has the way commercial opportunities have been sold. Programmatic buying and trading desks are so far mostly confined to the digital media sphere but this won’t last (as the month’s launch of MCN Programmatic TV proves). Nor will the way audiences consume media. What this means for buying and attribution models is still being understood. One thing is for sure though: it is unlikely to be TRPs.
Brands desperately need to understand the changes that are unfolding across their categories – especially from those who may traditionally sit outside their categories but have the technological leverage to assail them (Swatch or Apple on your wrist?).
But in change lies opportunity. There has never been a better moment for creative thinking in media and never a better time for those judging campaign success to understand the impact on consumers. However, as the well-worn cliché goes, letting go can often be the hardest part. Letting go of previous norms and ‘the way things are done’ is key in this new world in order to drive innovation. For digital advertising, this means moving away from pure response based numbers where we can and embracing impact metrics like attention and engagement. These measures will survive changes and future-proof campaign goals.
For those willing to embrace the world as it now is, and not regard it as a series of momentary disruptions, amazing things await.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.