Digital advertising in 2142: measuring the effectiveness of advertising to the PlayStation® generation
Ed BartlettIGA Worldwide
Graeme Griffiths and Vish BadianTNS Media
BACKGROUND
The $400bn advertising industry is currently experiencing what is undoubtedly the most challenging period in its history, as rapidly advancing technologies and changing consumer habits and attitudes conspire to rob brands of a captive mass audience that they have enjoyed since the advent of mainstream broadcast TV.
Aside from the introduction of multi-channel television services and the resulting audience fragmentation, two of the biggest disrupting factors in media over the past...