"Advertisers are notorious for being obsessed with the new and the next, a phenomenon that explains why agencies and brands alike have invested ample resources into virtual reality campaigns in recent years even though the nascent technology is far from reaching mass adoption among consumers. This general propensity for the latest and greatest is why it may seem odd that Matt Smith, founder and chief executive of Virginia-based agency SmithGifford, spends much of his time running a website that's dedicated to a relic of the past: classic wooden and antique boats that are no longer made."
"There was nothing on the internet, believe it or not, 10 years ago," he said. "There were websites to join clubs, but even then the way that they communicated was big group emails. They hadn't even build web forums yet. It's way behind because if you go back to why this hobby exists, [it's] to preserve old stuff, so you don't think of people that want to preserve old stuff as wanting to dive into new technology."
Woody Boater is a website dedicated to classic wooden and antique boats that attracts roughly 3,000 to 5,000 visitors daily. Matt Smith of SmithGifford launched the site ten years ago to bring together a disjointed community lacking an online presence. The hobby's focus on preservation contributes to slower adoption of new technologies among enthusiasts. Many boating clubs relied on group emails and lacked web forums a decade ago. Advertisers often prioritize emerging technologies like virtual reality despite limited consumer adoption. Woody Boater serves as a hub for information, news and stories that support preservation and community connection.
Read at The Drum
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