Why advertising has a part to play in engaging digital story-telling

Media content has evolved dramatically over the last 70 years, and the models traditionally used to fund such content are only just keeping up. The vast array of content today would probably overwhelm those pioneers who celebrated the first television broadcast back in 1928.

Nearly 100 years later and instant access to an unlimited wealth of information is an intrinsic part of many of our daily lives. It is almost impossible to imagine a world without TV, or the internet, and – that equally feared and admired suave cousin that is always at every party – advertising.

But the media landscape is changing and sweeping the audience along with it. The economic focus is now moving away from the mass consumption of a few, hugely popular products, to that of the niche interests of the individual.

The simple question is this: in the absence of the traditional investor (broadcaster, publisher etc), who will invest upfront, take the risk and wait for the money to trickle in over time? Whether it be “low-cost” selfpublishing solutions, or trickles of money from the App stores, someone has to go first. Read more about why advertising has a part to play in engaging digital story-telling

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