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.

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now