Advertising traditionally serves a traditional purpose.
Television, radio, print, out-of-home, Internet and mobile devices all have components of advertising that acts, smells and feels the same. It either interrupts your content experience or wraps itself around it. You can look at all of the innovations that digital brought – from the Internet to social media and beyond – and while many media pundits are excited about the opportunities that could happen in places like native advertising or content marketing, the form, function and factor of advertising still does the exact same thing hat it has always done. It’s unlikely that this model will change, so businesses might soon be forced to figure out what happens when how consumers engage with these screens becomes a smaller component of their lives. Pushing that even further, many of the newer devices that are coming out (some with screens and some without) are making the traditional form of advertising inoperable.
What does that mean?
The current vogue of technology is not about the Internet as we have known it or a browser-based experiences. The hot topics du jour are about 3D printing, the maker movement, wearable technology, the Internet of things, connected appliances, robotics, telepresence and the ilk.