Advertising is a medium that constantly evolves. It changes with the times. It adapts to new technologies. It is unrelenting in its desire to find new and better ways to reach an ever-growing consumer marketplace.
But its not simply advertising that evolves. Consumers and consumer behavior are changing too. As we look at the future of advertising, it’s important to look at how the two interact and change together over time.
Without a doubt, the Internet has revolutionized the industry. It has taken the world - and the advertising world by storm. And it has only just begun to make an impact. The Internet has become a global medium with massive potential. Forty years ago, television was considered new media. Fifteen years ago, it was cable. Today, people spend increasing amounts of time online at the expense of other media. The first evidence of this audience migration appeared in 1998 in a Forrester Research report.
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