ABSTRACT
The future of advertising will be shaped by fragmented audiences, narrow casting, digital compression technology, more 15-second commercials and the further proliferation of place-based ads. At the beginning of the 2000s, over two-thirds of European customers are reported to be irritated by ads and some commentators are predicting that the future will be an age of advertising diseffectiveness, with the rise of one-to-one media (through smart websites and CD-ROM technology) facilitating interactive and individually tailored ads. Others see in the new technology an opportunity to converge many traditional techniques into web media to produce a more stimulating interactive environment using on-line television, channel websites and enhanced animation and video links. Whatever your perspective, it is certain that the new Digital Age will revolutionize advertising, and ultimately the Internet and digital television will combine into webtelevision – creating an interactive promotional platform particularly suited to the travel, tourism and leisure industries.
