MediaPost: Top Ad Factor: Fragmentation, Not Consolidation, ROI, New Media

A survey released yesterday by the American Advertising Federation found fragmentation to be the biggest issue faced by the advertising industry over the last five years. The survey also indicates fragmentation will continue to be to top issue for the next five years as the media landscape continues to fragment with ever more micro-targeting opportunities.

This issues is so important to the industry that it tops other more popularly discussed issues such as ROI, new media and agency consolidation.

Other points revealed by the study include 72 percent of respondents believing the ad business is in recovery, 68 percent of agencies having concern with convergence of content (compared to 36 percent for clients) and 61 percent of agencies having concern with ad skipping technologies (compared to 73 percent for clients).