The changing face of advertising and its implications for 2018
Is your advertising working? If, like most corporates, you’ve been shifting your spend away from print and broadcast into digital, a report from Forrester may make for uncomfortable reading. Titled “The End of Advertising As We Know It”, the research giant’s report highlights a number of flaws in advertising’s current model – flaws that digital, far from addressing, is actually exacerbating. While Forrester’s premise is not new – it’s known that consumers want conversational relationships with brands rather than interruption-driven ads – its prediction that about US$2.9bn will be shifted away from display advertising next year will provide little seasonal cheer for local publishers.