The digitization of media has empowered people with complete control over their media consumption; they are able to watch, read or listen to whatever they want whenever they want, and that typically includes advertising. Efforts to force attention to ads without providing value will fall on deaf ears and blind eyes, challenging traditional ad models. Trying to integrate interest in advertising by routing them to their interest with mixing brands within it is how it would work the best. Digital is impacting more than what you might typically describe as “media” — it has created entirely new channels and continues to radically blur the line between the real and the virtual worlds. Brands need to observe how offline is being shaped up by online and analyze the tendency of its impact. New, immersive experiences leveraging incredible human-computer interaction models have leaped from the pages of science fiction novels and become reality. Brands need to tell their stories with entertaining the digital Netizens Imposing the same advertising model on modern media would rather kill the essence of it.
Spending most of the budgets on Paid Media which gets stale after a while rather than spending dollars on building digital assets would further shrink the budgets on this medium.
Digital aka modern media isn’t competition to other mediums but is there to compliment them and ramp up ROI on those mediums simultaneously. Taken together, these trends if adapted won’t kill advertising but would embrace it further. They are simply changing its role. Advertising is now less about reach and less about changing attitudes but about more engaging experiences, which leverage new digital capabilities to deliver value to the audiences that interact with them. It’s about marketers making themselves useful, plain and simple nor getting into the fantasies of creating purple cow products with traditional rules.