Media is broken; what can be done?

Media companies are battling because the price of digital advertising is tending towards zero. Consumers don’t want to pay for ads which annoy, steal attention and, most importantly, do not add value.

Even if Google and Facebook continue to develop their intelligent advertising engines consumers will continue to resist because ads don’t add value, they are not useful. Technology (in the shape of software, algorithms, ad platforms) is eating the advertising industry and consumers are not taking to the regurgitated product.

Ads will have to adapt, add value, is that even possible? (And the answer is NOT native advertising).

Ads will have to genuinely provide useful information, provide ideas and inspire consumers.

Check out Umar Haque’s article on the state of advertising and media.