AMENIA, NY — The advertising world has shifted from a centralized oligopoly to a complex, atomized environment where countless market participants are vying to deliver and measure ads at the very edge of the consumer experience.
That’s the view veteran ad man Rob Norman, Director and Advisor, gives in this video interview with Beet.TV.
“What’s changed since media has not just become fragmented but has become atomized, is that those rules have been harder to predict,” Norman says.
Despite the growth of e-commerce, Norman points out that 85-90% of packaged goods volume is still sold in physical stores. Brands must consider their share of shelf across all points of distribution. “There’s no great value in spending a lot of money driving share of mind unless you have sufficient share of shelf at the other end to make sure your product is available to someone coming to buy it,” he says.
…