Scenario 1: Full Governmental Control

Scenario: Full Governmental Control

2007: In 2007 the overall advertising style still is about the same as previous years. The introduction of video on demand (VOD) already send a disturbing message around in the advertising world, but because the innovativeness of the technology no real action has been taken yet. The popularity of internet commercials keeps growing and the budget spends on online advertisement comes close to televisions budgets. Although the uncertain future of this advertisement style companies still see this medium as the biggest future of advertisement even with the continuing rumors about legislation that will prohibit spam and pop-ups. New technologies are tested to send personal advertisement by SMS and MMS to mobile phones and PDA’s.

2008: Spam and pop-ups suddenly became prohibited in in the USA and EU. Most companies continue with traditional advertisement styles but the see that the group of people using VOD becomes bigger and bigger and it gets harder to reach their target group.'The introduction of new advertisement channels that pays consumers to watch caused lots of question marks for companies. Within the first month they already reached over 50.000 subscribers that watch over 3 hours a week. Last year test with mobile phones and PDA gives optimistic perspectives. The settlement of Galileo gives the first possibility to combine this technique with location based advertisement (LBA).

2009: The huge use of VOD and the widely use of LBA makes all advertisement personal. The only mass marketing are the electronic billboards on public location. The effect of those billboards seems to be very small. All other commercials from the traditional mediums like the old-fashioned streaming cable television and the internet are gone. Everybody receives messages on their mobile devices. Some of the messages are free, but from some the costumers already receive a little fee when opened.

2010: All advertisement is paid. Consumers demanded more control and got it. The consumer want total control of the messages he receives and when he will receive them. Companies are very resistant in giving them this control and it looks like the government will intervene very soon. Flat screens appear in more and more places like public transport, street corners, cars and in stores. Some of the screens already give personal information when the user’s location is tracked with the use of Galileo.

2011: The government made a huge step in the advertisement world. All storage of personal data is prohibited and full control of all data is in hands of the government. Companies may use all information available as long as the costumers personally agree. Costumers like the new style and know they can stop any advertisement campaign without any problem. Flat screens are the only medium that is without any regulation. They seem to appear everywhere and give personal information for costumers that pass by. Special software calculates the needs of costumers so offers are done before the costumer know he needs the goods.