One of the more hotly debated topics in ad agencies these days is will there even be ad agencies in future days. We could take you through all the arguments, and you’d find many of them to be in direct conflict. For example, some say TV is dead — that the interruptive model of advertising makes no sense, given that so much media consumption is moving to the opt-in model. Makes sense. Other than live sports or the final installment of American Idol, who watches a TV program on the day and time the networks want us to?
On the other side of the coin are those who say that TV, specifically, has never been healthier, with ad revenues and time spent per day in front of the tube at record highs.
If it were possible for coins to have three sides, then the doubters would chime in and say that it doesn’t count from an advertising perspective to say someone’s watching TV when what they’re really doing is skipping through the spots with their DVR, or using commercial breaks as an opportunity to catch up on texting (recent stats put the number of TV viewers who multi-task at nearly 70%).
We’re not going to end the argument here, but we can recommend as good an article as we’ve seen on the topic. So, allow us to present Danielle Sacks’ fine article in Fast Company on The Future of Advertising. Take a read and let us know what you think.