A recent survey from Yahoo and The Nielsen Company has revealed information that comes as no surprise to those of us who subscribe to the post-advertising ideal. According to the survey, which polled US mobile internet users, being informative and being relevant are the two most important criteria in advertising on mobile devices. This information comes in conjunction with findings from Advertising Age and Ipsos Observer that 63% of internet users surveyed "somewhat and strongly dislike" mobile ads. There's no doubt that now, more than ever, self-serving advertising is no longer acceptable in any medium.
We’ve all heard that “traditional advertising is dead” and we all know it isn’t. It’s still alive even though it doesn’t work very well, is increasingly ignored, irritates people and isn’t really measurable. So when will it really die? The incontrovertible axiom of the post-advertising age is that traditional, interruptive commercials will disappear completely (i.e., die) when there are no more traditional media to interrupt with ads. That explains why a recent obsessive focus of post-advertising.com is the lethal illness now afflicting traditional media — an illness that combines the virus of global economic collapse, the ongoing fragmentation of TV and the viral growth of digital.
We recently invested a few moments reflecting soberly on a small table of data in The eMarketer Daily from December 3rd. All of us at post-advertising h.q. invite you to do the same (and not just because the numbers support what we’ve been saying for a while). The table shows US advertising spending from 2006 through 2010, broken down by major categories of (known) media. The headline is that traditional, ad-supported media are falling to pieces while non-traditional, content-driven marketing is on the rise. But the sub-head is even more interesting: overall ad spending is stagnating and, we maintain, beginning to fall. That’s something we have long predicted as a consequence of the post-advertising age. Now it appears to be happening.