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As various advertising media types gain popularity, other media types will slowly become outdated.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 newer methods to advertise to users.
o Growth of number of media types: Viewers are not restricted to one device for a certain type of media. For example viewers no longer are restricted to television for watching their favourite shows. This offers greater flexibility and control on the side of the viewer.
o Globalization: Media types and their usage are spread to a worldwide scale faster.
Inhibitors:
o Television broadcasting companies may retaliate against the growth of Internet advertising. The chance of this retaliation being successful is very unlikely however.
Paradigms:
As media types diversify, many traditional advertising media types will greatly diminish, and the newer technology-based media types will become far more pervasive.
Experts:
Timing:
The growth of diversity of media types is afoot at present. Internet advertising has grown the most in the past years. Mobile device advertising is next in line, but it will still take a few years before it can make any huge impact. Also, VOD advertising promises to have some potential for more targeted and relevant advertising.