Take a spyglass. Look through one end and everything looks far away. Look through the other end and everything looks very close.
That’s how it is with the future of media. It depends on which end of the spyglass you’re looking through.
Could it be that advertisers are looking through one end while consumers are looking through the other?
The idea that the role of media is to bring consumers to advertisers is becoming antiquated at best. Unfortunately most advertisers still view media this way.
That’s because most advertisers still believe that they’re in control.
Consumers, on the other hand, view media very differently. They see the role of media as bringing advertisers to them. After all, consumers feel as if they’re in control.
Wise advertisers are coming around to the consumers’ side of the spyglass. They know that tomorrow is here today. It's not unlike what William Gibson said back in August of 1993, “The future is already here - it’s just not very evenly distributed.”
So to answer the question what is the future of media depends on what side of the spyglass you’re looking through.
And, to always remember that today will be yesterday tomorrow.
Which makes the future of media more present than we think.