Robert Young writes:
... I firmly believe it is equally reasonable to assume that a big chunk, if not a majority, of future ad spending will go into online ad models & formats that do not yet exist. The big reason for this, in my mind, is due to the emergence of social media… and the fact that social media is not mass media. ¶ I have already written much about, social media is a new medium in its own right. As such, successful commercial exploitation of this new medium requires the development of new business/advertising models. This has been true for every other new medium that has been adopted at large scale throughout history. Yet, unlike mass media before it, social media introduces the very unique element of the previously passive audience becoming both producers and distributors of media. From a marketing perspective, this means that the people themselves will necessarily have to become an integral part of the brand communication strategies and processes. ...
Link: GigaOM.
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