Just like the advent of television in the 1920s and 1930s, the advent of digital media in the twenty-first century created another shift in the advertising industry. This chapter concludes that the streaming of digital media over the Internet undermines traditional business models as viewers seek to avoid both advertising and the paying of subscription fees. Because of this, advertisers once again seek new strategies for locating and engaging audiences. The advertising industry is reconsidering advertising media as “owned,” “paid,” or “earned.” Owning media is similar to sponsorship, wherein the advertiser owns the content, the platform, and the site, and so controls the advertising and its context. Paid media is the traditional form of advertising media, in which advertisers buy airtime or page space in order to reach audiences. In earned media, the advertiser's message is usually spread by social media.
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