At a session at yesterday's Forecast 2005 entitled "Disruptive Technologies", a group of panelists debated the impact of various technologies such as DVRs and targeting software on the media business.
One interesting comment came from Adam Gerber, director of media strategy at MediaVest. When asked about one of the apparent heirs to the ad slot crown, product placement, Gerber's response was, "You can't squeeze a 60 billion dollar marketplace into product placement," Gerber said. "People will turn their sets off."
Modern Marketing believes that the media landscape is about to change in a way much more significant that an upturn in the product placement industry and Gerber would seem to agree.
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