Cover Story:
Today, technology is a principal driver in continually reshaping and redefining our business.
Not only does it make the world more accessible, but technology allows for the creation of more media options, provides greater targeted opportunities, and enables new metrics that prove advertising results. And, technology is a catalyst in further fragmenting the available mind share of any potential customer, anywhere in the world. E The implications for marketers are profound, particularly as consumers are fast becoming producers, distributors, and even marketers of their own content. Already this new-found self-expression is changing our economics and our values in the 21st century. E Technology is also melding, blurring and reinventing media as we once knew it. Magazine content builds brands online now, newspaper data works well with mobile, and out-of-home is digital. Video is taking new forms on smaller screens, TVs are looking more like the Internet, and instant messages and channel chat are the norm while one simultaneously participates in other media. One can opt-in to specific messages or opt-out. Search and social networks will undoubtedly become even more important to marketers. (And, soon, you, too, can have a home page on MTV.) E This cover story will not only look at how technology is changing our media and our targeting, but it will offer varying perspectives on how advertisers and agencies are taking advantage of these newly-created opportunities and looking ahead to the next 36 months. Great change causes people to respond in fascinating ways. Some share successes, many admit challenges, a few look for results, while others guess about a future that may arrive before next quarter.
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