American Advertising Association of Advertising Agencies expects new advertising era

The annual conference of the American Advertising Association of Advertising Agencies (AAAA) kicked off in Orlando on Wednesday. 1350 advertising experts will take part in the conference, which has been held since 1994 and has become one of the most important events in the American advertising world. Under this year's motto "Now, Soon and the Future", the central topics, according to the press release, are how to bring non-traditional media ideas to customers, what form a modern media organization should take and the deconstruction of branded entertainment. The cause of the revolutionary changes in the advertising market are the new digital technologies. Their side effect is that the term target group in the traditional sense no longer applies. In order to find their way through the jungle of new advertising channels, advertising agencies are increasingly turning to media marketers, whose importance is growing enormously as a result. Measuring the impact of advertising will also be a major topic at the conference. Audience ratings and circulation figures are not enough to be able to draw conclusions about the actual advertising impact.