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The advertising model that we've known for the last 100 years or so may be on its way out. That model went something like this: You try to complete some task — read the paper, watch a TV show, drive home from work — and the ad will interrupt what you're doing
That framework has been uprooted by the digital-media revolution. Back in the days when desktop was the only game in town, marketers never figured out the equivalent of the 30-second TV ad. Banner ads were small, but no one clicked them. Do a page takeover, and you'll annoy readers so much that they might not come back. Yet the sheer growth of the Internet propelled Internet ad growth Read more...
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