The Rise of New Media and its effect on advertising
In the last 10 years the media has changed vastly at a speed it is almost impossible to contend with this phenomena mostly contained by the phrase the iPod generation. Media has become on the spot, user demanded, user generated content that is governed by the user themselves as they consume more media then ever: without knowing they are doing it. This leads to new challenges for media buyers and planners rolling out the multimedia rich campaigns that audiences have come to expect as a part of a companies professional credentials.
