Scenario 1: Full Governmental Control

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2007: In 2007 the overall advertising style is relatively similar to previous years. The introduction of video on demand (VOD) sends shockwaves through the advertising world. However, because of the innovativeness of this technology there is still much uncertainty as to how it will fit into the advertising paradigm. The popularity of Internet commercials keeps growing and the budgets dedicated to online adverting come close to those of television advertising. Although the future of Internet advertising is uncertain, companies still see this medium as the biggest for the future of advertising notwithstanding the continuing rumors about legislation that will prohibit spam and pop-ups. Furthermore, new technologies are being experimented with to send personalized advertisements by SMS and MMS to mobile phones and PDA’s.

2008: Spam and pop-ups are prohibited by new legislation in the USA and EU. Most companies continue with traditional advertisement styles but they see that the group of people using VOD is continuously increasing and it is therefore becoming harder to reach designated target groups. The introduction of new advertisement channels that pay consumers to view advertisements raises several question marks for companies. Within the first month these channels already reach over 50,000 subscribers who watch over three hours per week. The previous year's tests with mobile phones and PDA's gives optimistic perspectives. Finally, the deployment of Galileo gives the first possibility to combine this technique with location based advertising (LBA).

2009: The huge growth in VOD usage and the widespread use of LBA makes all advertising personalized. The only mass marketing media types are electronic billboards in public locations. The effect of such billboards seems to be negligible however. All other advertisements over the traditional media types like old-fashioned cable television and the Internet are gone. Everybody now receives messages on their mobile devices. Some of these messages are free, while others already offer recipients a small compensation when opened.

2010: All advertisers pay consumers to view advertisements. Consumers demanded more control and now they are getting it. They want total control over the content of advertising messages they receive and when they receive these messages. Companies are very resistant in giving consumers this control and it looks like the government will intervene very soon. Flat screens are appearing in more and more places like public transport facilities, street corners, cars and stores. Some of these screens already display personalized messages when the user’s location is tracked with the use of Galileo.

2011: The government is making huge steps in the advertisement world. All storage of personal data is prohibited and full control of all data is in hands of an independend govermental controlled corporation. Companies may use all information available as long as the customers give their consent. Customers like the new style of advertising and know they can stop any advertisement campaign without any problem. Flat screens are the only media type that are unregulated. They seem to appear everywhere and display personalized information for customers that pass by. Special software determines the needs of customers so that offers are displayed before the customer even realizes he needs the specified product or service.