«Todos os meios serão digitais»

« (...) within 10 years, no consumption of anything that we think about as media today -- print, TV, Internet -- everything that we think about today as media will, in fact, be delivered over IP Internet technology, and will all be digital. I don't care whether you're sitting there watching your big screen, whether you think you're reading what we would have called a magazine or a newspaper in the old days; everything will be delivered digitally, delivered digitally, which means, in fact, that the forms of the creative, the creative in the media, the creative in the advertising, the technologies which will be available for targeting, will all be fundamentally different, and be able to be improved by software. (...) as soon as you assume everything is delivered digitally, all media and all advertising will have to take that into account. The notion that you have things that are just text or just pictures or just video goes away, because everything is digital. »

BALLMER, steve, «ANA ANnual Conference», 12/10/07