Marketers talk about channels. Nobody else does. Everyone else is just getting through their day.
At the Future of Advertising 2025 events in Mumbai and Tokyo, marketers got a day off from being marketers.
Even a day off has ads in it. Out in the world, ad fatigue takes weeks to set in. Theirs took fifteen seconds.
Then things got better. In Tokyo, there was a train ride past digital billboards. In Mumbai, there was cricket. Later, there was a favourite TV scene to step back into, and a playlist where even the ad break was worth a listen.
In Singapore and Korea, the day became a game. OmniQuest had players piece it together, channel by channel. OmniPong made the same point, with a scoreboard.
After that, their numbers looked a little different. Every one of them was somebody's afternoon.
P.S.I love riding trains in Japan. Now I've built one. Sort of. It had the sound effects and everything.
