Well, the truth is there are still ads. But I have been not noticing any ads. If you asked me now what web ads have I seen in the last couple of days - or even the past week (apart from those which I had to "see" as part of my job), I wouldn't be able to name one.
Which leads me to the question: Are digital ads really declining in effectiveness?
If that is so, then why is everybody so hung up on ads (at least seemingly)? Microsoft and Yahoo and Time and AOL and Google.
Everybody seems to be thinking that the reason why these companies have made the moves they made in the last couple of months is "advertising".
I would beg to differ.
Advertising could be a part of it. But it's beyond that. The fact that Yahoo seems to be so intent at avoiding the bid and Microsoft is so intent in pushing the deal - and everybody else from Google to Time to AOL - are all trying to get into the ruckus themselves suggest that there is something else beyond advertising.
Advertising is on a decline. People don't want ads to be shoved down their throats anymore. A new way to - all together now - "communicate" is necessary. (And no, social networking ads? C'mon.)
The days of "inventory-based advertising" - regardless of whether it is in display or search - are on entering the "wane" period. Whatever you call the next phase - engagement planning, IMC, IPC, CCP, Comm Planning, Media Neutral Planning, Atomized Planning - it will not be solely 'inventory-based' anymore.
