‘Marketers must adapt to consumer-controlled media’

Marketers have to adapt to a “brave new world” where the balance of power has shifted in favour of consumers, who will be increasingly using technology – in particular mobile handsets – to control and comment on the media they consume, according to a new study from OgilvyOne.

In Europe, the Middle East and Africa (EMEA), the spend on internet advertising is expected to increase by over 20% a year, upping share of spending from 4% in 2005 to 6% in 2008, or a total of $8.3bn (&£4.7bn).

The report highlights five global issues: how higher broadband penetration is dramatically altering consumers’ media experience; how increased consumer choice and control is forcing brands to invest in engaging content and new levels of interactivity; how high-speed wireless networks are changing consumers’ use of mobile devices; the education of consumers about new digital media and terminology; and why Third World countries are developing some of the most innovative communications media over the next 18 months, and how Western brands should look to these countries for innovation in media usage.

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