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Are All Ads Spam?

I've got an article in this month's Media Magazine in the States - it grew out of a post here a while back that used this image so I thought I would use it again.

The article conveniently follows on from yesterday's post. It asks whether all advertising will be considered spam when all channels become digital. The definition of spam online is:

unsolicited, unwanted, irrelevant, or inappropriate messages, especially
commercial advertising in mass quantities.

So will it no longer be enough just to be targeted and relevant in broadcast media - will advertising also need to be solicited?

If so, brands need to be offering value as well as messaging to engage with consumers.

You can get a pdf of the article here. The title is supposed to be contentious so I would be very interested in people's thoughts on this one.