Growing diversity of media
Description:
As various advertising media types gain popularity, other media types will slowly become outdated. Further to this, even newer media types will spawn out of the growing media types. For example, while Internet is the big growing media type at present, it is fathomable that mobile device advertising will take off in the near future.
Enablers:
o Technology growth: Enables nwer methods to advertise to users. o Growth of number media types: Viewers are not restricted to one device for a certain type of media. For example viwers no longer are restricted to television for watching their favourite shows. This offers greater flexibility and again control on the side of the viewer. o Globalization: Media types and their usages spread to a worldwide scale faster.
Inhibitors:
o Enforcement of advertisements on viewers. For example viewers who skip ads using TiVo are subject to still image advertisements while they fast-forward through the video ads.
Paradigms:
No longer are advertisements ubiquitous and forced on the population. Instead, people have tremendous flexibility in terms of what content they view and what advertisements they allow to be shown to them.
Experts:
Timing:
There are already many technologies and media types through which users can bypass advertisements. As time goes on, users will continually seek the technologies that give them the most flexibility in terms of content (often also with regard to avoiding advertisements).