Reset password:

Strategic analysis
The Future of Active Advertising

Instead of just asking people to look, bring your shop into the advertisements. Give people the ability to act directly.

23
PAGES

FREE FOR SUBSCRIBERS

Written by on January 4, 2012

Just before Christmas I posted an analysis of the future of advertising. In it you can read how print advertising has already disappeared, and that digital advertising is not much better. With more and more sources, even if the overall advertising market grows, the ad revenue for each publisher is going to decline.

This report is a follow up on that article. While advertising in general is not going to be a primary source of income for publishers, nor a positive return on investment for brands, there is a new advertising revolution coming - and that is very interesting.

Call it the future of *active* advertising.

If we look at the world around us, what has happened in recent years is that we have moved from passive exposure to active connections. At the same time, the limitations of the physical world have been reduced to a simple click. Want to buy a pair of shoes? Click. Done!

Passive advertising doesn't really work in the new world. It reintroduces a delay and a cumbersome workflow compared to the *new normal* of being instantly connected.

So what does that mean?

Let's take a simple example. If you are reading a magazine on your iPad, you will find advertising like this; a completely standard print-ad.

Sure, they sometimes add a video, or maybe you click on something, but it is all 100% passive-look-at-this-but-don't-do-anything. It is almost like the brand knows you are not going to care about it.

Subscribe to read the rest of this 23 page report...

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

...or subscribe today

$9/month

$99/year

As a PLUS member, you can share anything on baekdal.com, with anyone, everywhere. When you share a plus article with a friend, they can read the full article for free. They will even get notified that you are the one who shared it - with a link to your Twitter profile. Just in case they want to follow you, now that you are being such a nice person!

Share on

Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.

Follow    

Check out my new book: THE SHIFT - from print to digital and beyond? Free for Baekdal Plus subscribers, $8.79 on Amazon.

There is always more...

2014, The Next Step for Newspapers »

ONLY FOR
SUBSCRIBERS

23
PAGES

The Future of Packaged News »

ONLY FOR
SUBSCRIBERS

15
PAGES