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Media Ibv Advertisingv2
This document discusses how advertising is changing due to shifts in consumer behavior and technology. It analyzes trends that are giving consumers more control over advertising and their attention, such as increased time spent online, adoption of ad-blocking tools, and popularity of user-generated content. The document presents four possible scenarios for the future of advertising, and argues that traditional players like broadcasters and agencies will need to innovate their business models, creative approaches, and data capabilities to succeed in this changing environment. It also examines how spending on different advertising formats may evolve, with growth expected in digital, mobile and interactive areas over traditional TV and print.
