Shift in Control of Advertising

A particular way in which the character of advertising has changed within a new media environment relates to control. Saul Berman and Bill Batino of Mediaweek identify four main drivers that have caused a shift in the control of advertising. First, they discuss the ever increasing use of Internet and the simultaneous decrease in TV viewing that has enabled consumers to become more in control of how they view, interact with, and filter advertising. Next, they believe that new media technology has allowed for user-generated and peer-delivered content and new ad-revenue-sharing models so that amateurs and semi-professionals can create lower-cost advertising content. As a result, the realm of creativity of ads has expanded. Additionally, they mention a change in format of advertising from impression-based to impact-based. Now marketers have the capability to measure beyond merely ad-reach and into actual product/service engagement. Finally, because ad space is now available through open, efficient exchanges, proprietary marketers such as broadcasters are being replaced by open platforms.