1. With people paying for entertainment and to avoid ads (and using ad blockers)

1. With people paying for entertainment and to avoid ads (and using ad blockers), how will advertising evolve in the future?
The following are possible themes or areas suggested by the question:
The media landscape has evolved beyond recognition in recent times. For traditional forms of media, like newspapers and TV the pressures of commercial viability raise serious questions about what can be expected of them in a properly functioning democracy. How can traditional media function and continue to function normatively? Does this shifting landscape require a fresh approach to regulation?
The internet has evolved within an ethos of ‘free’ meaning that advertising has been critical in supporting such a utopian vision.
People are increasingly willing to pay for ad-free, or use software to avoid advertising, this presents a number of challenges for the industry.
Creative approaches to date have included native advertising and branded content (which we looked at this year in New Media and Digital Cultures) but what else might advertising do to rise to the challenges presented in today’s changing media landscape?
Two starting points, one academic, one authoritative media:
Harms. B, Bijmolta T.A, and Janny C. Hoekstra (2017) Digital Native Advertising: Practitioner Perspectives and a Research Agenda, Journal of Interactive Advertising, 2017, VOL. 17, NO. 2, 80–91 (Routledge – Taylor and Francis)
Kimberly R. Clark, Kenneth R. Leslie and Matthew Tullman (2017) Optimising mobile ad delivery to prevent mobile ad blocking [Online] Available at https://www-warc-com.arts.idm.oclc.org/content/article/warc-awards-media/optimising_mobile_ad_delivery_to_prevent_mobile_ad_blocking/112963 [Accessed on 6th April 2018].
Citation should be done in the Harvard referencing style.

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