Ads "now play second fiddle to where they're presented," write Carat CEO David Verklin and the late Bernice Kanner in "Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business
Behind the Media You Constantly Consume" (John Wiley & Sons, $24.95).
Rumors of the impending demise or serious wounding of the advertising industry by warp-speed advances in
communications technology are greatly exaggerated, the authors say. But that doesn't mean that there won't be change.
Hyperlocalism and personalization will be emphasized, as well as
increased targeting of viewers and tracking of return on investment. Ads positioned to be seen before the remote can be clicked will be used more--along with movie commercials, corporate
documentaries, live events and serialized plots.
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