The last 50 years of disruptive advertising is slowly being killed off by technology and human behaviour. It’s starting to look like one of those cat and mouse shows where the joke is unfortunately always on the cat. Technologies like VOD are almost 15 years old in the UK. That means a teenager could have lived their entire life without viewing a single commercial. Click-through rates on banner ads are on average 0.01% (not including fall-off rates); 99.99% of the world is suffering from Banner Blindness - with no foreseeable cure. And the latest plague on the industry is Google’s own war on SEO. The clever days of marketer’s back-linking and stuffing keywords seems to be a losing battle. The geekiest of interruptive methods are being out-geeked by the bigger geeks.
Now is the time to learn and experiment. When the big change actually happens, it will be too late.