Media Visions Journal - Mediavolution II

The Future of Advertising
.I N T E R A C T I V I T Y . I N . A C T I O N

A live presentation by
. Ken Freed .
. Media Journalist, Publisher of Media Visions Journal .
-- using video and Internet from Denver to reach --

Mediavolution II
Buenos Aires -- 14 July 1999

Argentine Advertising Agencies Association
(www.aaap.org.ar)

Interactivity runs the world
Communication spins the web of culture

Media Evolution
in the USA and World.

USA leads in some area, follows in others,
USA leads world on Internet but trails Europe in interactive TV.

Media realizing that proven methods of advertising
may not be best in an on-demand world. Fresh thinking?
Like CNN Headline News dayparts -- still appointment TV, not yet interactive TV.

Media realizing that advertising is not its only revenue stream.
Electronic commerce, PPV, info-on demand, video-on-demand, distance learning

USA Advertising Scene

The entire industry is in transition. Confusion reigns.
Old mindmaps and paradigms not working. Fear and desperation.

Ad industry reinventing its infrastructure, going digital.
Broadband extranets among agencies, production houses, TV operators.

Cost of transition will continue to drive merger mania
Mergers affecting advertisers, media and agencies. Risk of boring ads.

Creativity often more technical than inspirational.
Fun digital FX (boys and their toys). Need to reach human heart.

Advertising Trends

Pace of change will only accelerate.
Cultural, social and economic forces coming to a head.

Media will stabilize as broadband is naturalized.
Cable modem behavior. Confusion as old norms give way to new.

Creativity will expand as broadband is naturalized.
As the whiz-bang gimicks fades, creative mind turn elsewhere..

Emergence of personalised advertising.
Direct salesmanship. Profiles. Individualized ads.

Emergence of media psychology.
Dr. Bernard Luskin. Dr. Diana Hawkins.

Emergence of smart agents.
Search and filter. Voice control.

Advertising's Challenges

Coping with future shock.
Personal responses to info overload.

Responding to human aspirations.
Developing ads that stimulate self reliance amid turbulence.

Balancing market research with personal privacy.
Avoid unauthorized data mining for personal preferences profiles.

Improving industry reputation via social responsibility.
Stop reinforcing destructive addictions. Heartfelt change, not just PR.

Evolving deep media literacy and global sense.
Responsive media operations. Critical thinking. Interactivity.

Helping people to have what they want.
Key to powerful salesmanship. Attitude of gratitude.

Conclusion

In an interactive world with on-demand control over media content advertising will be tuned out unless advertisers reach people's hearts. The best way to reach human hearts is to uphold the highest human aspirations, such as freedom from addiction or open democracy.

Will the advertising industry repond to the changing conditions? That's up to you.

.MEDIA VISIONS. Journal

Journal
Features

Global Sense

Deep Literacy

Coping with
Future Shock

Questions
of Power

Journal
Sections

Visionary
Voices

Opinion
Essays

Interactive
Television

Media &
Education

Network
Democracy

Speches
& Radio

News E-Letter
& Talk Lists

Media
Resources

Bulletin Board

Guestbook

Awards

Site Search

Site Menu

Home Page

subscribe

contact me

.
ADS
CREATE
BUYERS
AS
BUYERS
CREATE
ADS
.

The transition
to digital media is stretching our minds beyond all past limits into a new way of being in the world.

Deep
media
literacy
opens the
pathways
for fresh
creativity.

Last update: 7 APRIL 2003

Return to Top of Page