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Today’s world of exploding media options represents a host of new opportunities for advertisers, but it has entrenched interests in the agency, broadcasting and publishing camps scratching their heads. As brand marketers become increasingly accountable for multi-platform media plans that can turn on a dime, one is left to wonder if the pageant that is the "upfronts" will become as trivial as that other beauty pageant. Who’s leading in this new dance of agencies, publishers and advertisers? Who sets the standard for the success or failure for ad campaigns in the next ten years? Maybe it’s the sleeping giant "the mainstream media consumer" who will awaken shortly to exercise the awesome power we have bestowed upon him. Our panel of industry luminaries starts a discussion about the media landscape that won't end any time soon.
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