Inner workings of the industry can never be understood by us because they are constantly changing. Changes are more common than we actually perceive them to be. Winston Churchill once said, “… this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning” – through this saying he saw a great Utopian dream for the new world order. What we see in the world of digital advertising today is actually just the emergence of a new beginning.
The term “digital advertising” is used more popularly by industry giants because the general public tend to equate the term “online” with the Web in most cases. We are able to witness a media explosion, a shift which is slowly but steadily going to happen. As all forms of media are going to be delivered through IP, we will have to strategically use all information we collect from advertising and divert it to the medium of digital advertising.
Technology providers need to look into this shift in the market. They must be prepared to accept, and cope with it by using video and audio ads in marketing campaigns. During the recession, there was a lack of technological innovations. All that time, technologies were being built to serve and manage advertisements and generate sales reports, but due to an economic downturn they were not funded well to gain much recognition. With this new shift in media, the industry can get back to create core technologies which will be able to do justice to the media buyers. This transition is going to be larger than “online advertising” and create a totally new future for the media.