2011 Advertising Outlook - a Cambridge Group White Paper
Overview
U.S. consumer media habits are shifting, with more time being spent online. Media proliferation continues to fragment audiences. Media proliferation is also dramatically increasing the amount of digital content available to consumers. At the same time, advertisers face a vast and rapidly evolving array of paid, earned, and owned media options that can be activated to reach their target consumers. Given this context, we set out to explore: a) how media industry changes are impacting advertiser perceptions and priorities; and b) how advertisers are adapting to this evolving media landscape....