The future of advertising is ONLINE !

 

Discuss.....

Advertising online will certainly improve..... Are you suggesting that most will rely on the internet to advertise?

My view is that the internet fuels disintermediation of traditional mass media

It empowers advertisers to target highly relevant niches highly specifically

It empowers the masses to become their own journalist ( Blogging ) their own TV producer ( Video Sharing Communities ) their own media channel ( Websites )

All these factors will result in one inevitable conclusion

I think

Hi Sean,

It depends on how far into the future you are looking.

The future development of both Nano & AI technologies are set to entirely change the ways in which we live and interact.

See here for an interesting appraisal of the GNR (Genetic, Nano, Robotic) revolution, which is possibly on our doorstep :
 http://en.wikipedia.org/wiki/The_Singularity_is_Near 

In the short term (over the next decade) - as our focus becomes more virtual, and the delivery method of the media more refined and fluid, of course advertising will flourish in line with that. Online advertising, driven by 'narrow AI' - can target users more precisely and is cheaper - so makes sense.

 

Of course the static medium of television, as we have known it over the last half century is already a passed technology.
The ability of narrow AI (artificial intelligence - with only one or two functions) to gather data on users & convert that to valuable marketing information, which can feed directly into the type of advertising being fed to the user/target really is the key to the near future, and of course the present.

 

Also online advertising and response to that advertising can be tracked much more effectively, especially if the advertising is interactive - and requests a response from the audience.
 

 

 

The use of Sky plus and various freeview packages will also slow down the response rates to TV advertising to certain markets.  Online won't take over completely as consumers won't stop the ritual of sitting down in front of a tv in favour of a laptop.  Response mechanisms can be made easier with the right tools and in turn the markets that still use TV and respond to advertising traditionally will retain the focus well as online marketing. 

 Yes but we are talking about 'the future' - a very flexible term for sure - but for how long do you think the line between TV & 'Online' will remain clear ?

For now yes - my laptop is on my left, my TV is on my right ... but that's not going to last for so much longer.
 

It certainly will be interesting to see how entertainment packages change, as all these technologies, formats & delivery methods collide.

hi,

     I really liked the advertisement posted by the writer. I am very appreciated by the work done by him.

austin

Online Dating

Not just the advertising.....the future of everything. For example, when it snowed on Monday this week online retail purchases went through the roof, underlining the fact that a lot of online brands are booming at the cost of the high street which, even when it's not snowing, is probably a bit behind the curve these days. I'm probably not untypical in how much i use the web. When I want to read a national newspaper I do it online, marketing press online, buy a book online, birthday presents online, wine online, keep in touch with mates online, and on it goes.

Right on Anton, and of course where the action is at the advertising is at. 

For years people have been talking about media convergence, but it is has already happened before our eyes e.g. BBC iPlayer tripling ISPs bandwidth costs. Online advertising, coupled with outdoor and 'event' media will be a persuasive mix in the future.

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Online is just another piece of technology like the printing press, radio, tv, cinema etc. I

 Integration with other media campaigns seems key at the moment and something which should be heavily exploited so perhaps the future isnt internet but integration and media owners across online, tv, radio, press etc should be working together to help clients get their message across the most effectively rather than fighting to take each others spend.

 I certainly agree that the rapid maturing of internet in recent years has stimulated a boom in the e-commerce growth and the community of online users is growing exponentially. However, I don't see the future of advertising changing to online altogether. I think there is a strong chance of co-existance rather than competition among the media platforms. Didn't we all said the same about radio and newspaper with the advent of TV and the same when internet commercialized about a decade or more so ago. Sceptic still...

When radio arrived, advertisers got excited and agencies discovered a new dimension. When TV arrived, advertisers got excited and agencies discovered a new dimension. When digital arrived, advertisers got excited and agencies have yet to really discover just how big a dimension it is.

The thing with the Radio & TV comparisons - of course TV & Radio will be 'internet'.

What we now know as 'internet' and 'tv' & 'radio' are still generally seperate things (although less so with radio as audio only is easier to stream).

 As information parcels become smaller,bandwidth broader and delivery processes more refined - all delivery will be 'online'

 
As I've said before this whole question needs a timeline in the first place.

If Moores law holds (and it is still) and the exponential rate of advance continues (in GNR) - we are likely to see total convergence of 'online' & 'offline' in the 1st half of this century.

Of course that will mark radical changes in our lives - but prior to that & certainly within 1 decade form now, all media delivery can be made 'online'.