While it may be hard to remain positive about the economic impact on the advertising business over the next 12 to 24 months, there will be consequential benefits. Clients and their agencies will be even more accountable for their media spending on both traditional and non-traditional media. On the bright side, media strategies and tactics will provide greater focus on only the most important objectives.

Most clients do not have the money of Barack Obama to flood the broadcast TV and radio air waves and saturate the internet with search and social marketing. As a result, their media buying decisions have to be smarter.

One new example of a smart and highly visible opportunity is Titan Outdoor’s launch of multiple digital transit boards/displays which will allow advertisers to target people using GPS coordinates. The boards will be on bus exteriors, transit platforms, interior commuter rails and at street level. The message can change depending on the time of day or which area of a city the board is located. Advertisers buying the whole city could tailor their message by area or a small retailer can just talk to people within a set geographic area. Imagine how much stronger the messages will be when they can relate to the consumer in the here (geographically speaking) and now.

It’s yet another example of how the opportunities across the media are endless for those who see their potential.