According Carlota Perez in her book Technological revolutions and financial capital published in 2002, technological revolutions follow 4 main stages: interruption, frenzy, synergy and maturity. In 2009, Franck Mulhern evaluated the digital technological revolution has beginning its synergy stage. Indeed, the digital technology has proper funding sources to develop itself in the economy. According to the author, the traditional way of advertising was based on the process of delivering message to audiences as large as possible. Therefore, advertising, as a process aiming at targeting individuals to deliver brand message, is being transformed to data-driven contextualized brand message, freed of the link with news and entertainment. And, the implications of digital revolution are much deeper than the previous advertising revolution created by the advent of television. Indeed, even if TV advertising permitted more creative advertising with powerful and dynamic message, its business model was close to traditional advertising channel such as newspaper or radio, selling time slots based on targets defined thanks to demographical criteria. Thanks to digital advertising, a parallel media planning as emerged which integrated, social networking, cloud computing and algorithms (Plummer and al. 2207). Still, the traditional marketing seems to keep focusing on branding and creative contents rather than on data, quantitative models and digital technology (Ha 2008). Stephen J. KIM published an article in the Journal of Advertising research in September 2008 that presents a complete landscape of the advertising in our digital era. According to this paper, besides the implications of advertising professionals in digital medias (mobile, streaming video, gaming, social media, gadgets, etc.) the future of advertising in the digital context is far from clear. Paradoxically, a Microsoft/MTV global study on 14-24 years old individuals demonstrate that if a overwhelming majority has a negative attitude towards advertising (expressing that there is too much advertising in their lives) and rejects the traditional advertising channels by 83%, a majority of the same population welcomes advertising forms that fit theirs needs and their community. As an example of adequate digital advertising, the author highlights the advertising channels used in the PC game Desperate Housewives. In this game, characters interact with branded objects such as CPG beverages or Daimler-Chrysler vehicles. These campaigns offer two positive results: positive qualitative experience for the gamers and a quantitative brand lift for the branded products. According to the author, the success of this type of campaign is based on the added value for the consumer’s experience. And, this new success factor leadvertisements to the reconsideration of the evaluation process of media strategies, not only in terms of audience reach and time spent, but by taking into account the consumer’s motivation and mindset.
Six characteristics of this digital landscape are highlighted (Kim 2008). First, increasing hardware performance also means that all mobiles devices will become stronger medias for advertising messages to reach targeted audience. Indeed, they will support better graphics, more attractive creative executions, and more complex and engaging applications that will deliver more sophisticated message to consumers.
Second, an always more easy access to the web means that consumers will use this medium more often and more deeply in their everyday life. Therefore, advertisers will enjoy increasing penetration and so increasing opportunities to engage with the consumers
Third, the storage of data on the Internet (through the cloud) and not anymore on individual hard drive will permit unlimited data storage. This aspect will have a huge impact on videobased advertising and on rich creative advertising types. This development will change the consumers’ way of consuming information and thus, consuming advertising.
Four, the increased usability of mobile devices thanks to more natural and interactive way of interacting with these device (such as touch screen, voice control…) will create new digital opportunity thanks to the a greater usage of digital devices.