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- 12 Sep 2005
- Research & Ideas
The Broadband Explosion: Thinking About a Truly Interactive World
by Sara Grant
When true broadband arrives, everything will change—work, play, and society—say professors Robert Austin and Stephen Bradley. What a truly interactive world will look like is the subject of their new book The Broadband Explosion. Closed for comment; 0 Comment(s) posted.
Broadband: Remaking the Advertising Industry
Evolving from the Marlboro Man in the 1960s to the Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Harvard Business School professor Stephen P. Bradley, who is cowriting a book on how broadband technologies are remaking many industries, discusses how advertising is responding to the challenges. Key concepts include: Traditional advertising vehicles such as television are becoming less interesting to advertisers because of fragmented viewership and inadequate user data. Broadband technology is becoming more important to advertisers because of its ability to move the consumer closer to a transaction decision and to deliver clearly segmented audiences. The advertising industry is wrestling with this transformation in part by merging with media companies and by launching creative ad alternatives. Closed for comment; 0 Comment(s) posted.