Digital Natives: 5 years on and the future of advertising

Advertising in digital media will, without a doubt, become a very tough gig.  The newspaper model squashed onto the 2nd screen (i.e. computers) will eventually run its course as the generations beyond Gen Y/Gen C begin to be the key targets for advertisers and product marketing.

These generations will have only known a world crowded with messages from all angles, and their ability to develop blind spot and focus on what’s important to them will be like no other. This is a generation where the magazine or newspaper are very secondary.  It’ll be about the 3rd screen (mobile) and choice.  Advertisers will be forced to develop:

  • meaningful, relevant and targeted campaigns
  • marketing initiatives that add value to the user
  • innovative approaches to messaging

But I’m sure most people think they’re doing that already. Fuck whether it’s ‘old media’ or ‘new media’ — just close your mouth for one second: start listening, start valuing the conversations around you, and take note.

Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.