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Published: July 15, 2008
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The Evolution of Online Media

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Melissa Master Cavanaugh is senior editor of strategy+business.
 
 
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Resources

  1. Christopher Vollmer, “New Metrics for Media,” s+b, Spring 2008: Explains how new metrics will shift advertising’s focus from how many people saw an ad to how many people acted on it.
  2. Christopher Vollmer, John Frelinghuysen, and Randall Rothenberg, “The Future of Advertising Is Now,” s+b, Summer 2006: Describes how the methods by which consumers perceive, retain, and engage with brands and brand messages have changed irrevocably.
  3. Christopher Vollmer and Edward Landry, “HD Marketing 2010: Sharpening the Conversation,” Booz & Company white paper, October 2007: Conducted in conjunction with the Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies, this study surveyed more than 250 marketers to determine the key trends that will affect the marketing-media ecosystem in the coming years. Subsequent studies will reach out to media companies and advertising agencies.
  4. Christopher Vollmer with Geoffrey Precourt, Always On: Advertising, Marketing, and Media in an Era of Consumer Control  (McGraw-Hill, 2008): An in-depth discussion of marketing in an age of media fragmentation, splintered audiences, constant experimentation, new engagement metrics, and continual innovation.