New Technologies to Effect Current Advertising Models

A panel at yesterday's MediaPost Forecast 2005 discussed how emerging technologies could affect current mass media models, particularly television. Mediasmith's Dave Smith put forth the notion to the panel that "Emerging technologies will completely break down the last vestiges of mass media and mass marketing." While panel;ists agreed technology such as addressable advertising a TiVo are having a drastic effect on business models, the panelists, at the same time, agreed changing currently entrenched models won't happen overnight.