Advertisement

The End of Advertising As We Know It

  • Saul J. Berman
  • Bill Battino
  • Louisa Shipnuck
  • Andreas Neus
Part of the The Economics of Information, Communication and Entertainment book series (ECOINFORM, volume 01)

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers, and ever-evolving technologies are redefining how advertising is sold, created, consumed, and tracked. Our research points to four evolving future scenarios, and the catalysts that will be driving them. Traditional advertising players — broadcasters, distributors, and advertising agencies — may get squeezed unless they can successfully implement consumer, business model and business design innovation.

Keywords

Television Advertising Content Owner Business Model Innovation Digital Video Recorder Advertising Industry 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Saul J. Berman
  • Bill Battino
  • Louisa Shipnuck
  • Andreas Neus

There are no affiliations available

Personalised recommendations