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|he advertising is undergoing a revolution in the days we live in and the result of such a revolution will be dictated in the field working ... and in the future! It is no novelty that the traditional forms of advertising are being questioned , to the point of wondering if what remains can still be called "publicity."
Even if such changes are not enough to decree the end of how we promote content, it is safe to say that we are living in a new age.
Every year Mary Meeker , a specialist at Kleiner Perkins Caufield & Byers (KPCB) - a California-based investment firm - announces its " Internet trends " for the current year.
In 2016, the specialist presented some ideas for reflection that make us wonder about the future of media and technology. However, according to Meeker , there are three trends that deserve a specific analysis of what they mean - or can mean - for the future of advertising .
Firstly, there is the observable fact that Internet users are increasingly using communication platforms as a central element of information sharing and dissemination, a phenomenon that is global and above all incidental to the younger generations.
Second, the increasing adoption of ad blockers to limit the advertising that is displayed on the sites and platforms they use.
Finally, the tendency for brands and advertisers to be present directly on the platforms that individuals use , making the social flows that exist in these networks into commercial flows. The combination of these three phenomena tells a lot about what the future of advertising will be and about the transformations that this discipline is undergoing.
Advertising of the future will be dictated by consumers
The modern advertising was born, grew and evolved with the mass media . But with the migration to digital and the distribution of information through networked communication channels, what is necessarily a disintermediation that affects both traditional media and the brands and advertisers that communicate through them, in a relationship that was moreover always symbiotic throughout history.
" Disintermediation " here means " disintermediation ": it is not just a question of replacing the "old media" with "new media" - contrary to what many people seem to suppose. What is at stake is the suppression of the intermediary, since in the new paradigm of digital communication in the network society all users can communicate and control their communicative flows and all are connected to all without imperative to use a single channel.
Therefore , when we question media's ability to control the flow of information in the age of network communication, we must also question the ability of advertisers to control the impact of advertising in a world where information channels are plentiful and tools for managing information flows are becoming more common and easier to use.
According to Philip Evans in the owner of Travangelo UK flights comparison brand video above, to some extent, the adoption of these "distributed" information and communication technologies corresponds to a transfer of power from the media and advertisers to the users.
In other words, in the digital network world , the common trait of both related industries - media and advertising - is the increasing ability of users to control and manage all aspects of their information flows, whether they news about current affairs or information about a particular product.
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