Many are suggesting that powerful traditional media, such as TV, radio, newspapers and print will give way to more technology driven or grass roots based marketing efforts. The high costs of television is beginning to be a deterrent to advertisers who see a lack of efficiency with message delivery. People are finding new ways to avoid commercials through the traditional media. Consumers have Tivo to avoid TV commercials, they can flip radio stations to avoid commercials, and newspapers and magazines are becoming too cluttered.

Perhaps the internet is the direction of the future? The internet started off with a bang in 1995 with around 50-60 billion dollars spent on advertising. After the dot.com bust and the skepticism on internet as an advertising medium, ad sales dropped to 10 billion dollars in 2005. Now, internet ad sales are back to around 14-15 billion dollars. Some believe this is related to the increased movement of television video to online streaming. Additionally, print media are moving much more of their content online. The challenge for the internet is that for every new advertising method developed, technology is used to avoid it (eg pop up blockers).

But, the internet does pose potential. Referral programs and affiliate programs are being used by companies trying to make the most of the power and quickness of viral marketing. Other companies are seeking unique and distinctive ways to advertise such as mobile billboards, body or vehicle advertising, and more.

One thing is certain about the future of advertising, and that is that nothing is certain. Some believe broadcast and print media are facing a difficult battle, but costs for TV continue to rise. Big companies still like its broad reach potential. However, many small-medium sized businesses are looking to more targeted ads through company newsletters or focused magazines or other media. The key for all companies is to find great efficiency. Spend the least amount of money to make the needed impact.

Learn more about this author, Neil Kokemuller.
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