Space, the Final Frontier
Joe Mandese
Madison Avenue has long been known for its mastery of two media dimensions: one temporal (time) and the other physical (space). Lately, the US ad industry has become more focused on the physical plane, and it's mainly because of what consumers are doing with their media time. They're shifting it and, along with it, much of the advertising that normally appears in time-based media – especially television. The rise of time-shifted viewing sparked by digital video recorders, on-demand TV and broadband video services, is causing some marketers to lose confidence that their TV ads...