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Media Intelligence : July 2007
The challenge for the buyers and planners of today is to be on a continual learning curve with one foot in the future. We are in the midst of a revolution and the centre of the revolution is digital media and the internet. Online advertising is no longer an experimental realm; it is now an absolute necessity. The internet is reaching a giant audience, with some markets such as South Korea with nearly 100 per cent broadband access in households. There, the internet is more popular than newspapers, and TV consumption is on the decrease. In these early-adopter countries, the internet will become one of the top-three biggest advertising mediums along with television and newspapers. Advertising spend online is experiencing exponential growth year on year worldwide, and in the USA advertising on the internet is expected to exceed newspaper ad spend by 2008. In the UK it has outstripped magazine ad spend. Digital is completely transforming the media landscape and the investment has moved from dipping a toe in the water to diving right in. Advertising options include advergaming, digital coupons, branded content blogs, peer-to-peer networks such as MySpace and Facebook, and web TV. This is the new world of consumer engagement and it is changing the way consumers use the media and respond to advertising. The traditional advertising interruption model used for the past decades in television and radio is fast becoming irrelevant. Consumers can now customise their media and multi- task, and this is having a seismic impact on the way buyers and planners must now think. Planners must now look at communicating brand messages in an MediaTitles 23 The brave new world The media landscape has changed so dramatically in the last ten years that the playing field of the buyer and planner is morphing continually. Melissa Parker talks with some industry heavyweights working at the coalface. Steve Allan, CEO, Fusion Strategy
2009 - 2010