Where does business professor Ken Wong think media consumption is moving?
“More." More what? “More everything.” And given it’s new interactivity, advertising has become part of the product offering; no longer you talking to the consumer. The consumers, in turn, are exercising an unprecedented degree of choice, create an advertising space that demands more for less. Professor Wong notes that going forward we’ll see a lot more money being spent on research; research into the consumer identities specific to device type and brand, and the differences in how they interact with each. For example, which device do you think a POP product should be delivered to someone in a grocery service? This also changes the relationship between advertisers and agencies. No longer do advertisers look at the creative in its agency to promote and market, for as a real strategic partner in target market research and customizing their message.