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To assess whether the predictions about US media made for 2010 have been fulfilled and makes predictions for 2010.
Design/methodology/approach - Looks at past and future predictions.
Findings - The penetration of digital video recorders (DVRs) has not yet attained enough critical mass to dislodge traditional TV plans although major TV networks sought to rationalize them as a good thing for advertisers. Reports that Madison Avenue plunged into the field of branded entertainment and product placement but this is creating a backlash among marketers and tune-out among consumers while mainstream agencies and marketers took a major online leap in 2005 and word-of-mouth and viral marketing became a must-have in a mass-media strategy. Reveals that integrated media departments have gained more respect but the business continues to unbundled, consolidate and outsource media into a smaller set of increasingly big media agencies. Predicts that the blog boom will run out of steam, there will be a new concept of push/pull, planning will become more consumer-centric, giving rise to communications planners, the enthusiasm for engagement as the new media metric will run out of steam, some big marketers will agree to fund the rollout of a fully-deployed robust, dynamic, single-source measurement system, the media concierge will become the primary consumer gatekeeper and media and advertising content will become fungible.
Originality/value - Makes predictions for US advertising and media in 2010
Keywords: ADVERTISING AGENCIES, MEDIA, USA
