After all, he kids, what ad agency executive hasn t had to deal with a thick client in the past. Kidding aside, he explained that it will happen. There s too much invested now to have it not happen, and it s coming sooner than we think. Gerstner warned media strategists to get involved so that we get what we deserve, not what they think we need. This is an enterprise changing area, Gerster proclaimed.
Consumers have a constitutional right to mix and match media the way they want to.
Real broadband, however, offers the potential for all variables at the same time, video, active and passive viewing. The goals for the new advertiser, according to Gerster, are to be media neutral and data rich. To first build awareness, create the purchase and analyze the data. And that s why they say that success sometimes can be a bigger challenge than failure. Joyce A. Schwarz is a Los Angeles-based analyst, author and consultant who wrote some of the earliest books on Reinventing Hollywood and Multimedia 2000 .