Interpublic Chief Talks Media & Audience Fragmentation

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by: Josh Hawkins

At Adweek's MIXX Conference and Expo, Mark Rosenthal, chairman/CEO of Interpublic Group of Companies Inc.'s media business, described what he believes are the key trends that will radically impact advertising and agencies over the next few years (via DMnews):

First, consumers are in control. Media will have to give them what they want, when they want and how they want.

Second, advertisers will create highly branded video on-demand content that consumers will drill down. Product placement as we know it today will be scorned.

Third, television networks will question their model, and so will Wall Street.

Fourth, customization will let consumers choose their media consumption. Portals will be back in favor, organized as gateways to the digital home.

Fifth, consumers will have the power to block all content. Equally important, consumers will become ambivalent about the device to access content. It will largely be time of day and convenience that determine media consumption.

At the conference, Rosenthal also outlined Interpublic's media usage forecast for 2010:

80 million homes by then will have broadband Internet access. Laptop computers and technologies like 3G, WiFi and WiMax will be ubiquitous. Fifty million consumers will have MP3-type players, and 250 million will have cell phones. Moreover, the 40 million people who don't have broadband will access the Internet through their cell phones. Thirty-five million will have satellite radio, and 60 million households will have digital video recorders. Also, Internet protocol TV will become a mainstay of every cable network as 15 million consumers will have media PCs. And 25 percent of consumers will live in fully digital homes.

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