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With that in mind respondents to this survey forecast that the move to new media would continue unabated. They believe that neither advertisers nor their traditional agencies have a good grasp on how to take advantage of changes like social networking or how to get a satisfactory ROI on their expenditures in new media. Other posts on this site discuss the need for better mobile standards, but nonetheless respondents see the mobile web assuming greater prominence in the near future. See all the survey results here.
Convergence is one description of what is going on. It’s not hardware convergence—everything available on a single device. The variety of content has probably outgrown that type of convergence. But media are coming closer to a seamless ecosystem in which users can get the content of their choice on the device of their choice at the location of their choice. Is that the ultimate goal or a milestone on the way to an even more disruptive innovation?
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