Broadband: Remaking the Advertising Industry

Havard Business School – Working Knowledge

Evolving from the Marlboro Man in the 1960s to the Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Harvard Business School professor Stephen P. Bradley, who is cowriting a book on how broadband technologies are remaking many industries, discusses how advertising is responding to the challenges. Key concepts include:

  • Traditional advertising vehicles such as television are becoming less interesting to advertisers because of fragmented viewership and inadequate user data.
  • Broadband technology is becoming more important to advertisers because of its ability to move the consumer closer to a transaction decision and to deliver clearly segmented audiences.
  • The advertising industry is wrestling with this transformation in part by merging with media companies and by launching creative ad alternatives.
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