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For mainstream, online advertising will continue to decline until the experience of using the web changes dramatically to a more passive model, which it probably won't. Advertising works best in passive mediums because the victim is already just sitting there absorbing. When they are active, it makes it very difficult to illicit a response or emotion from them.
Advertisers pay the MOST when they can use adspace to brand their product or company. The internet does not allow that at all in it's current form and that's where the money is for publishers.
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