rmg networks addiction photo book
DESCRIPTION
People are addicted toTRANSCRIPT
Addiction
Consumer behavior always guides new trends first, and advertisers always follow. We are a society always
connected, always wanting to be in touch and informed. Moments of micro-boredom are now opportunities
to check our phones, surf the web, catch a glimpse of the news or our favorite show. We are no longer
content to ride an elevator, pump our gas, buy a coffee, or fly on a plane without screens keeping us in touch
with the world around us. This massive shift in consumer behavior - always on, always connected - has created
a powerful demand for place-based media and advertising.
Context matters. Sitting at home on the sofa, enjoying our favorite beverage, checking your iPad, and
watching television is a great opportunity to media multi-task. We don’t engage at home, - we unwind. Many
of us are so busy, so digitally driven - that we cut the cord in our home and live on-demand, time-shifted and
wireless in our media cocoons. “Outside the home” is the new “in-home” of yesterday. Digital media has
made working out at the gym our new news hour. Flying on a plane, has become the new cinema in the sky.
Digital place-based media is all about context. Time and place cannot only guarantee that an advertisement
isn’t skipped - but it can directly impact purchase consideration. Consumers outside the home, with wallet
and keys in hand, are active and receptive to messaging along the path to purchase.
RMG Networks is the leader in digital place-based media. We understand and deliver the largest network
of captive viewing and digital media advertising opportunities to agencies and brands. Tens of millions of
consumers each month, engage with our digital place-based media and change their purchase behavior
as a result of context. We’ve commissioned New York based photographer, Kate Owen to create this photo
exposé highlighting this Addictive medium. We hope that you enjoy!
Garry McGuire, Jr.
CEO, RMG Networks, Inc.
We can’t look away.
It catches our eye. And in that moment, everything else fades. Even when we try to turn
away, we can’t. We’re addicted.
This is the grip of these screens. Now that we think of it, they’re everywhere, aren’t they?
Helping us through our day. Giving us that small fix whenever we need it. Information,
entertainment, distraction. Whatever gets the job done.
What did we do before? In those dark days before perpetual content at every turn?
They were bleak, barren times. Let’s never speak of them again.
Instead, let’s celebrate this sweet addiction of ours. These small portals to anywhere.
And let’s find out exactly what they can do.
digitaladdiction.tv
Breaking a sweatat the gym.
digitaladdiction.tv
The torturous things we do for vanity. The pain. The suffering.
Let’s just focus on the screens.
digitaladdiction.tv
Sure, we can’t skip the commercials
like we do at home,
but that’s okay. Even they seem to help.
That was a good one about the shoes.
We could use some new shoes.
And maybe we’ll try that new sports d
rink.
digitaladdiction.tv
It’s almost like they know we’re right here, working out.
But they can’t know that. These are just our shows.
The same exact channels we’d watch at home.
Right?
digitaladdiction.tv
Living luxuriouslyat the airport.
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Time doesn’t fly when we’re waiting to fly.Unless we have something to watch.
Yes, this is going to make it much better.
digitaladdiction.tv
We’ll catch up on the news.A weather update so we know how things look for our flights.
We’ll just watch a little bit.Just until the next commercial.
digitaladdiction.tv
Okay, we’ll watch the commercials, too.
That’s fine. There’s plenty of time to read.
That book isn’t going anywhere.
But this screen will only be here for a little while
digitaladdiction.tv
Actually, the screen will stay, but we’ll be flying soon.Just like time is now.
digitaladdiction.tv
Indulging the dramaticon the airplane.
We have work to do. And this flight is going to be
a pocket of pure productivity.
digitaladdiction.tv
Or wait. There’s also this little screen.
We can watch TV. Catch the game.
A little news. This is better than work.
Yes, we’ll do this instead.
digitaladdiction.tv
digitaladdiction.tv
We know, Ian! We know about the editsthat need to be made to the presentation!
We also know we can’t look away from this screen! Go look at your own screen, Ian!
And leave us in peace!digitaladdiction.tv
There we go. This feels right. This feels good. We can quit any time we want to.
digitaladdiction.tv
Making movesin a taxi.
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This is a serious score.We put a hurt on those stores and now we’re ready to take this new look out on the town.But where?
digitaladdiction.tv
This screen has a few ideas.
That restaurant seems hot.
And then we could go hit that club.
Oh, but wait.
There’s a sale! Across town.
We can make it if we hurry.
digitaladdiction.tv
Driver, we have work to do! We’ll let this screen be our guide.
It won’t steer us wrong. I just know it.
digitaladdiction.tv
Finding a fix atthe pharmacy.
We came here for drugs. Man, that sounds so much more exciting
than it is. We’re getting a dose of maximum-strength boredom
waiting for this prescription to be filled.
But here’s something. A screen. It has things to tell us. Strangely relevant
things. Things that suddenly make a lot of sense.
digitaladdiction.tv
We didn’t know that about the benefits of ginkgo biloba. Sounds exotic.We should pick up some while we’re here. And there’s a sale on moisturizer.For some reason that sounds exotic, too.
digitaladdiction.tv
This place isn’t so bad after all. Let’s come back again soon.
The only question is, how soon is too soon?digitaladdiction.tv
Keeping currentat the café.
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The coffee is good here. Strong. Makes us feel ten feet tall and bulletproof.
We’re pretty sure that’s why we come back. Or why, on some days,
we just don’t leave.
But there’s something else.
digitaladdiction.tv
It’s just so easy to sit here, juice up, and learn what’s happening
in the world. It’s the very newest news! And Twitter updates!
And more! Coming at us in big-screen form!
digitaladdiction.tv
We’ll leave in a minute. Just one more
coffee. Maybe two more news stories.
And a couple of tweets.
Then another coffee.
Oh, to hell with it. Let’s get comfortable.
digitaladdiction.tv
We like to watch.
We’re under the grip of these screens. They won’t let go. And the truth is, we don’t even want
them to. We’re addicted. Proudly hooked on whatever it is they have to offer.
Context matters. We don’t engage at home-we unwind. Many of us are so busy that we’ve cut
the cord in our home and live on-demand, time-shifted and wireless in our cocoons. “Outside
the home” is the new “in-home.” The only way advertisers can engage with us and make us
aware of their latest offerings is through these screens.
Do you want to get in on this? We know the perfect place.
We’ll hook you up.
CONtRIButORs
Photographer
Kate Owen
Kate Owen is an award-winning photographer whose work has appeared in American Photo, V
Magazine, and The New York Times. She studied photography at Brown University and RISD, during
which she enjoyed independent studies with photographers Annie Leibovitz and Jim Goldberg.
Since moving to New York in 2010, Owen has quickly become a part of the scene, working on
spreads for Vogue and Vanity Fair with some of the most sought after figures in the industry.
Art Director
Evie Tilney
Evie Tilney, a frequent collaborator, is an art director and producer who can be found heading up
major runway shows during New York Fashion Week and dreaming up scenes that soon become
the center of major advertising campaigns and fashion editorials.
Associate Producer
Emily Jockel
Copywriter
Jason Headley
Creative Direction and Layout
Kyle Michel
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