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2018: Online Ads Will Outpace TV Ads

Disruption is becoming the norm.

"This is the way we've always done it" is a phrase you are going to be hearing a lot less in the future. Because of new technologies, there are no sacred cows that will be protected.

What made me think about this was this short piece below. I am part of TV advertising's problem. We love our TiVO and now many of the programs we record have a feature where we can just hit one button, skip the ads, and pick right back up on the program we want to watch. Thus, all those TV ads mean little to nothing to us. There are some programs, especially sports, that people want to watch in real time. Tonight there is the Final Four for NCAA Basketball and this coming week will be the Masters golf championship. But those are few and far between that capture the Holdeman household. 

What does this have to do with emergency management? Well, everything! Technology will enable us to do much more than we are doing today. Our current notification systems will look like the Dead Sea Scrolls in a few years as wearables begin to dominate our lives. Self-driving cars, and perhaps a decline in tax revenues from all those car dealerships that feed local governments' tax coffers, etc. 

The Internet of Things (IoT) will drive much of the future in devices, services and yes — cybervulnerabilities. It is a brave new world that will create winners and losers. 

Online ad spending leaves TV in the dust

Advertisers are expected to spend a little over $227 billion on digital ads in 2018, outpacing TV spending by $40 billion,reports Recode. That trend is only set to accelerate. TV ad spending declined for the first time in 2017, and it’s expected to slip further as TV viewership falls and consumers cut the cord. • Join the conversation: #OnlineVsTVAds

Eric Holdeman is a contributing writer for Emergency Management magazine and is the former director of the King County, Wash., Office of Emergency Management.