The state of advertising today

Media fragmentation has increased radically. Old media types such as magazines and press have become more sophisticated and segmented its target audiences into more tightly defined segments. New media platforms and offerings proliferate, eg, social networking sites such as YouTube, Facebook and MySpace.

Technology has improved the effectiveness and development of television, newspapers, magazines, radio and outdoor. While spawning new media vehicles in direct, interactive and digital marketing and media. Media consumption habits are changing with every generation. Four-year olds can now comfortably use cellphones, DVDs, TV remote controls and computers.

Web bloggers and hackers now have the power to disrupt big business with a clear conscience and different value systems. An email circulated in the US stating that Apple's iPhone was going to be severely delayed. The result of this story then appearing online on blog site Engadget was catastrophic. US$4bn was knocked off Apple's share value in 30 minutes.

People are shifting in ever greater numbers to multitasking on the web, and using personal video recorders (PVRs), video-on-demand, iPods, iPhones and cellphones, and downloading podcasts and playing Internet games.

Whatever the outcome, this type of technology will further pressurise TV stations and ad agencies to take action, such as:

• develop better programming and sponsorship opportunities which truly engages consumers
  
• produce more creative advertising ideas, which are fresh and unique, while still resonating with their target audiences

The importance and ability of creative work to break through will increase accordingly.

Therefore, effective advertising should always be created to:

• Communicate
  
• Engage
  
• Connect

How can this be done?

By always:

• Informing
  
• Educating
  
• and/or entertaining
  
• In a fresh and unique way

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