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Z-space, the (virtual) space between you and the TV (or another screen). It’s the depth of user engagement between a user and their big screen display and named after the same name product by Infinite Z. And it – I mean that space – is getting more important every day.

Virtual Reality Check
You think it sounds sciency and vague? Think again, because if you are into brands professionally or personally you will have / want to learn about it. And when the penny drops it will shake your brand world. The world of screens used to be flat as we all know. This was the age of print, photo, film/video, big screens. Pretty simple and at the same time also a bit unnatural. Kinda like a world map made in Europe seen by Australians. It makes sense in a way but is pretty random and limited at the same time. After this passive age we have in recent years turned into the interactive age with interactive media starting with that red button on your remote as far as augmented reality and beyond.

New era needs: new thinking, new attitude
First of all because we not only have a multi device world, but within (some) devices there are multilayers. Now in the old flat days you could say brands were in control, they dictate(d) what you could see and when. In todays world there’s something additional to that flat world; not replacing it mind you, which probably is why a lot of people think flat world advertising still works. Because it does, albeit less & less dominant and more and more just a part of communication. There was a day when it was  revolutionary to put real time information in live action scene through technology. Nowadays it’s pretty normal in sports like car racing and football. In this day and age of interaction and dialogue the space between the flat screen and you | Z-space | is starting to become much more important.

Fundamentally Different
Z-space should make all brand & communication people stop thinking about pushing stuff down peoples throats, unless its incredibly interesting or if you’re Apple. Although I am not even sure brands like that can get away with  irrelevancy for a long time. The big change in Z-space is, consumers decide what they want to use, see or listen to. And because this space will become better and better and more functional fast, consumers will move their information consumption towards this space. Because you are more in control when you Have It Your Way (although there’s a thing called Big Data teaching us that might be perceived in controleness). So just stop for a minute, really think about the above and you will understand the impact of  a growing Z-space: less brand control, more consumer control & choice. And there is a big upside for brands:

If you succeed in being chosen by the consumer, your relationship with them will be much closer, much more intense, and will have a real positive impact on your brand.  

 This Blog was heavily inspired by:
- E-Day 2012, Always on by Emerce.
- Dale Herigstad, Interactive Media Designer in his Keynote & Opening Session @E-Day 2012.
- Mashable, September 26, 2012.