In Paul Dyer’s view, the modern advertising model is broken. The CEO for Lippe Taylor has made the argument against the current ad landscape the central theme of his new book “Friction Fatigue.”
“There’s been for the last 10 years a steady progression of changes in the media landscape that have led us to where we are today, which is Google and Facebook now commanding more than half of the advertising dollars in the industry,” Dyer says. “What they’ve left behind is a sort of a bloodbath of media outlets that can no longer survive on what’s left.”
But it’s not just media companies that are abandoning the digital ad model, Dyer argues. Consumers also are less interested in what advertisers have to say—and are willing to pay a premium to stop having their experience interrupted.
“All of us have now spent the last 15 years being a wash with content,” says Dyer, “always available on our devices and constantly, giving us choice. And the more that we have choice, the less patience we have for being interrupted.”