Time spent online as a percent of overall time
spent with media has been going up every year for the last 15 years. With the shift in consumer focus, ad dollars have been transitioning online as well. (While the overall percent of ad dollars
online has continued to go up, the gap between ad spend and time spent has in fact been widening.)General-interest media is coming to an end. Media will be about pointillism, with the consumer free to
dive into specific areas of interest when, where and how he or she wants.
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