New media, new logics – how to influence the consumers of tomorrow

The advertising business is facing several substantial challenges in the years to come: intensified media-noice, a lack of marketing precision, the development of technological innovations to sift out commercials as well as understanding how to successfully design and measure the effect of advertising.

Consumers are experiencing and expressing an increased advertising fatigue. It seems we are approaching a future where consumers are trying to avoid advertising and where the media technology of the future increases the means and possibilities for them to do so. In addition to this recent studies have shown that the return on investment for traditional advertising is decreasing.
The challenge for marketers is how to address and reach these consumers. The report “New media, new logics” describes the media and logics of the future and ways for marketers to influence the consumers of tomorrow.