Are we seeing a structural decline in Advertsing ?
In contrast, the internet’s share of advertising continues to grow, reaching a projected 12.1 per cent of overall spending.
This is probably going to drive advertising rates even lower as the web seems to have practically unlimited inventory and with greater fragmentation the rates will not be anywhere near what other electronic media demands. The more advertising becomes measurable the less business will see value in it. Branding will remain the mainstaym but innovative and below the line marketing becomes the primary driver of customer acquisitions.