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POPSTraditional media companies invest heavily online Huge commitments of resources by traditional media to remain relevant in the age of information. With the considerable momentum that their ownership of premium content allows they are well positioned and should be taken into account by anyone playing in the field of online media, whether as a content owner or as an advertising network or agency.
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POPSOnline less and less beyond reach of governments Quite a few analysts have described the situation of online as being essentially out of reach of governments and laws written before the information age. That time is over and this has enormous implications for many businesses that are currently thriving in the online space.
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POPSIs mobile advertising really a good idea? For the past few years we've been hearing a lot about mobile advertising and how it would be so great to be able to deliver "context-specific" ads to people on the move. Arguably, the mobile phone is one of the very few media & communications devices that has not been colonized by advertising (yet). Will that happen? Is mobile advertising ever going to be a good business? How strong is the public's resentment at the violation of one of the few remaining areas of relative privacy? And if the mobile phone can be used for ads, then why not your fridge or youf kitchen table? Probably the next frontier, but until then, pondering on mobile advertising is relevant for anyone in the business of marketing services as well as for brand marketing managers. The way I see it, mobile devices are probably the very best way to bridge the gap between offline and online campaigns and I have a few specific ideas that I will keep for my customers :-)
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