TNS Media Intelligence CEO Steve Fredericks shares his vision of the future of advertising based on his new book, StrADegy: Advertising in the Digital Age, and a panel of industry executives respond.
Today, technology permeates every aspect of life. Consumers depend on Blackberry, GPS Navigation, TiVo and online community networks; as the latest technological developments and trends quickly become permanent fixtures as the new normal.
Every facet of our lives is being upgraded to a new-and-improved, digital version of its former self, and the pace of these upgrades is accelerating dramatically. As audience fragmentation continues to increase, no communication platform is sheltered. These outlets are evolving, converging and developing synergy, and the opportunities are limitless for a brand to link between communication outlets.
As President and Chief Executive Officer of TNS Media Intelligence, the leading provider of competitive advertising information, Dr. Steven Fredericks reaches out to the advertising community, media companies and marketing professionals about navigating through the digital transformation to communicate with an empowered, evolved consumer. Leveraging his extensive background leading digital technology companies, and his current role at TNS Media Intelligence, Fredericks analyzes the digital transformation, describes the preceding events, details the industry implications and specifies the means with which to develop strategies that contend with the media¿s rapidly changing landscape.
Through examples and personal research, Fredericks presents unique insight into how major industry sectors are examining their advertising strategies, the explosion and impact of political advertising, and how law and order in the advertising industry will be challenged during this transition. In a world of change, Fredericks outlines his vision of what the future may hold for the advertising industry.
“StrADegy: Advertising in the Digital Age” is a call to action to embrace the current juncture and to adjust traditional practices to complement the reality of a changing industry.
About this Video
This video is from re:Think 2007, an annual Advertising Research Foundation conference.
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