(Running notes from the 6th Communication Days conference in Bienne, Switzerland)
Hans-Peter Rohner, CEO of PubliGroupe (Switzerland's biggest advertising company, globally active) talks about "connecting media and advertisers. (Disclosure: I am a member of the Board of a PubliGroupe company, Internet consultancy Namics).
Interestingly, he says, all of the other speakers are talking about advertising-based business models that are supposed to finance increasing slices of media consumption. Thanks to the introduction of new media, the consumption of media is increasing by 10 hours per week every 10 years. Currently we are at about 70-60 hours per week of active and passive media consumption:
Media competition will only become more intense. The future is about crossmedia, about hybrid advertising, and about quantifiable results of advertising. We are moving towards a performance-driven ad market.
From the perspective of the consumer, the number of advertising touchpoints is multiplying. As you woke up this morning and took the train to travel to Bienne to come to this conference, you've probably been exposed to 300+ advertising messages. I wonder: how much can consumers absorb? The world of advertising is changing. Historically, 2008 will be a year in which alot will change in terms of advertising. The Olympics in Beijing 2008 will set new standards in terms of advertising, sponsoring, cross-media usage. Shanghai 2010 (the World Expo) will make even a bigger contribution. The ad innovation will come out of Asia. Mobile communication will play a pivotal role.
We are right on track to a situation where content, service, information and advertising will converge -- probably around 2015 -- into something new that we can't define yet.