According to John Geraci, Millennials (Americans born 1977-1994) mistrust advertising. But they recognize the power of long-term messages–like repeated TV ads–as opposed to the internet’s instant advertising methods.
“New technologies rarely actually replace existing technologies. They tend to reposition them.”
A fundamental difference between the digital and analog ages is content in the analog world is tied to the medium. In the digital world, content is not tied to the medium. It can be cut and pasted. The producer isn’t in control anymore and the consumer can make the content better.
How to harness the power of interactive media:
Targeting will win the money. The shotgun approach to advertising isn’t effective anymore.