Why Media Disruption Is an Excuse for Ineffective Advertising

For marketers and consumers disruptions seem to be everywhere. There's Dish TV saying that its new hopper DVR will allow consumers to skip ads. And Microsoft is proposing to launch Internet Explorer 10, which lets users opt out of cookies by default. The industrys resulting panic could lead people to believe all of advertising is finally doomed.

The reality is that these moves highlight the deeper fears of marketers: That it could be very easy -- should tech and consumers collude -- for the switch to be flipped and people to opt out, block, or otherwise avoid most advertising. It also exposes the fact that advertising can often be lousy, so forcing viewers to enga…
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