The End of Advertising, Andrew Essex's 2017 book, asks a lot of tough questions about the future, purpose and value of advertising.
Essex's main point is that the content-consumption freedom we all got from the digital revolution means advertising needs to act more like content (be interesting, useful, amazing). The thing, not the thing that interrupts the thing, in his words.
Well...I don't agree. I think given the choice between advertising masquerading as content and actual content, people are going to go with the real thing almost every time.
Which doesn't mean it's all over for us (and here I agree with Essex): Just the opposite.
There's never been a better, more exciting time to be doing this thing we call advertising--as long as you understand how to do it right.
Enjoy the show!
Ad Age: Agency of the Future here. (Requires registration/whitelist...several annoying pop up ads, hilariously.)
The Neilsen Study here. (See figure A for the tl;dr version...but-in the spirit of Study Hall-you really should read the entire thing!)