Fyrirvari:<\/b> \u00c1\u00f0ur en lengra er lesi\u00f0 er r\u00e9tt a\u00f0 \u00fea\u00f0 komi fram a\u00f0 Cohn & Wolfe og systurfyrirt\u00e6ki\u00f0 MediaCom hafa mikla hagsmuni af virkum fj\u00f6lmi\u00f0la- og augl\u00fdsingamarka\u00f0i \u00fear sem MediaCom hefur jafnan veri\u00f0 \u00e1 me\u00f0al st\u00e6rstu vi\u00f0skiptavina fj\u00f6lmi\u00f0lanna undanfarin \u00e1r og eina sj\u00e1lfst\u00e6\u00f0a birtingarh\u00fas landsins, \u00f3h\u00e1\u00f0 hagsmuna\u00e1rekstrum. Hafandi sagt \u00fea\u00f0 \u00fe\u00e1 eru sumir hlutir \u00fe\u00f3 \u00feannig a\u00f0 \u00fe\u00e1 ver\u00f0ur a\u00f0 segja, vegna \u00feess a\u00f0 \u00fea\u00f0 er r\u00e9tt a\u00f0 gera \u00fea\u00f0 \u2013 \u00fe\u00f3tt \u00fea\u00f0 geti kosta\u00f0 eitthva\u00f0. \u00dea\u00f0 sem \u00e1 eftir fer ber a\u00f0 lesast me\u00f0 \u00feeim gleraugum.<\/p>\n
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\u00cd vikunni birtist s\u00e9rkennileg augl\u00fdsing fr\u00e1 Sambandi \u00edslenskra augl\u00fdsingastofa (S\u00cdA). H\u00fan hl\u00fdtur a\u00f0 hafa virka\u00f0 mj\u00f6g stu\u00f0andi \u00e1 frj\u00e1lsa fj\u00f6lmi\u00f0la, sem augl\u00fdsingastofur birta s\u00ednar augl\u00fdsingar \u00ed a\u00f0 langmestu leyti.<\/p>\n
Augl\u00fdsing l\u00fdsir h\u00f6rmungum augl\u00fdsingastofa\u00a0 og framlei\u00f0slufyrirt\u00e6kja (kvikmynda) ef R\u00daV hverfi af augl\u00fdsingamarka\u00f0i og telur \u00ed fimm li\u00f0um forsendur h\u00f6rmunganna.<\/p>\n
S\u00cdA segir a\u00f0 \u00fea\u00f0 a\u00f0 taka R\u00daV af augl\u00fdsingamarka\u00f0i auki skatta og f\u00e6kki st\u00f6rfum. J\u00e1, \u00fea\u00f0 \u00fearf a\u00f0 h\u00e6kka skatta til a\u00f0 standa undir rekstri R\u00daV, vissulega. En a\u00f0 \u00fea\u00f0 f\u00e6kki st\u00f6rfum er h\u00e6pi\u00f0. S\u00cdA talar um st\u00f3rska\u00f0a\u00f0a \u00ed framlei\u00f0slui\u00f0na\u00f0i, \u00feau r\u00f6k eru aum \u00fev\u00ed augl\u00fdsendur, sem eru vi\u00f0skiptavinir augl\u00fdsingastofa (vi\u00f0skiptafyrirt\u00e6kin h\u00e9r eftir), \u00feurfa eftir sem \u00e1\u00f0ur a\u00f0 kynna sj\u00e1lfan sig \u00e1samt v\u00f6ru og \u00fej\u00f3nustu. \u00dea\u00f0 eitt breytist ekki me\u00f0 \u00fev\u00ed a\u00f0 R\u00daV fari af augl\u00fdsingamarka\u00f0i.<\/p>\n
S\u00cdA segir l\u00edka a\u00f0 tv\u00f6 \u00fe\u00fasund millj\u00f3nir fari \u00far \u00edslensku hagkerfi og v\u00edsar \u00ed sk\u00fdrslu fj\u00f6lmi\u00f0lanefndar. \u00deetta er l\u00edka h\u00e6pi\u00f0. Eitthva\u00f0 mun fara \u00ed erlendar veitur \u00e1n vafa, en \u00fer\u00f3unin er s\u00fa a\u00f0 mettun er or\u00f0in mj\u00f6g mikil \u00fear og meira a\u00f0 segja efnisveitur eins og Netflix eru farnar a\u00f0 augl\u00fdsa \u00ed hli\u00f0r\u00e6num mi\u00f0lum<\/b> – ekki bara \u00e1 vefnum. \u00deetta er bara breyting \u00e1 umhverfi, \u00fev\u00ed \u00fearf a\u00f0lagast fremur en a\u00f0 berjast gegn \u00fev\u00ed a\u00f0 umhverfi\u00f0 breytist (vi\u00f0 erum ekki a\u00f0 tala um loftslagsm\u00e1l h\u00e9r, en \u00feau eru sennilega mun st\u00e6rra hagsmunam\u00e1l fyrir S\u00cdA og augl\u00fdsingastofur me\u00f0 tilliti til breytinga \u00e1 neyslusamf\u00e9laginu og \u00feau m\u00e1l \u00e1 \u00e1rei\u00f0anlega algj\u00f6rlega eftir a\u00f0 sko\u00f0a).<\/p>\n
S\u00cdA segir l\u00edka a\u00f0 st\u00f6rfum f\u00e6kki \u00ed skapandi greinum. \u00dea\u00f0 gerist m\u00f6gulega t\u00edmabundi\u00f0 en geirar vaxa og dragast saman \u00f6llum stundum. \u00deessa vikuna hafa h\u00e1tt \u00ed hundra\u00f0 manns misst vinnuna \u00ed Borgart\u00faninu einu saman.<\/p>\n
S\u00cdA segir ennfremur a\u00f0 \u00fea\u00f0 s\u00e9 gegn vilja 75% \u00cdslendinga a\u00f0 R\u00daV fari af augl\u00fdsingamarka\u00f0i. \u00deetta er beinl\u00ednis rangt, kolrangt. V\u00edsa\u00f0 er \u00ed k\u00f6nnun Fr\u00e9ttabla\u00f0sins fr\u00e1 september 2019 en \u00fear segir Fr\u00e9ttabla\u00f0i\u00f0 sj\u00e1lft a\u00f0 af \u00feeim sem sv\u00f6ru\u00f0u segist 59% vilja a\u00f0 dregi\u00f0 s\u00e9 \u00far umsvifum R\u00daV e\u00f0a R\u00daV hverfi alfari\u00f0 af augl\u00fdsingamarka\u00f0i. \u00deau 18,6% sem vilji a\u00f0 R\u00daV hverfi alfari\u00f0 af<\/span> augl\u00fdsingamarka\u00f0i \u00fe\u00fd\u00f0ir ekki a\u00f0 allir hinir vilji a\u00f0 R\u00daV s\u00e9 \u00e1<\/span> augl\u00fdsingamarka\u00f0i. \u00dea\u00f0 s\u00e9st best \u00e1 \u00fev\u00ed a\u00f0 \u00fea\u00f0 voru 41% sem vilja \u00f3breytt umsvif R\u00daV.<\/p>\n D\u00fdrkeypt a\u00f0 standa gegn breytingum<\/b><\/p>\n A\u00f0 lokum er tala\u00f0 um sykurskatt \u00e1 samf\u00e9lagsmi\u00f0la. \u00dea\u00f0 taka R\u00daV af augl\u00fdsingamarka\u00f0i mun lei\u00f0a til verri n\u00fdtingar \u00e1 birtingarf\u00e9 og \u00fea\u00f0 m\u00e1 til sanns vegar f\u00e6ra. S\u00cdA \u00e6tti hinsvegar a\u00f0 hafa mun meiri \u00e1hyggjur af \u00fev\u00ed a\u00f0 m\u00e6lingar \u00e1 \u00e1rangri birtingarf\u00e9s eru \u00e1 undanhaldi \u00fev\u00ed f\u00f3lk <\/b>og fyrirt\u00e6ki f\u00f3rna g\u00f6gnum fyrir tilfinningu! <\/b>En \u00fea\u00f0 hentar ekki m\u00e1lsta\u00f0num.<\/p>\n \u00dea\u00f0 er auglj\u00f3slega h\u00e6gt a\u00f0 hafa \u00fe\u00e1 sko\u00f0un a\u00f0 R\u00daV eigi a\u00f0 vera \u00e1 augl\u00fdsingamarka\u00f0i. \u00dea\u00f0 v\u00e6ri p\u00f3lit\u00edsk afsta\u00f0a en \u00e1 einhvern h\u00e1tt er \u00fea\u00f0 mj\u00f6g skondi\u00f0 a\u00f0 s\u00fa afsta\u00f0a komi fr\u00e1 samt\u00f6kum einkafyrirt\u00e6kja \u00e1 frj\u00e1lsum marka\u00f0i sem vilji veg r\u00edkisfj\u00f6lmi\u00f0ils sem mestan, \u00fer\u00e1tt fyrir a\u00f0 vi\u00f0skipti augl\u00fdsingastofanna s\u00e9u a\u00f0 mestu leyti hj\u00e1 \u00f6\u00f0rum (!) einkafyrirt\u00e6kjum. \u00dearna spyr ma\u00f0ur sig hvort S\u00cdA \u00e1tti sig fyllilega \u00e1 hlutverki s\u00ednu. S\u00cdA \u00e6tti ekki a\u00f0 vera \u00e1 \u00feessari sko\u00f0un ef S\u00cdA veit hverjir eru helstu hagsmuna\u00f0ilar sambandsins.<\/p>\n R\u00daV er auglj\u00f3slega \u00e1hrifa mikill mi\u00f0ill, \u00ed mikilli notkun sem allir vilja hafa a\u00f0gang a\u00f0, s\u00e9rstaklega augl\u00fdsingastofur. \u00dea\u00f0 er hinsvegar p\u00f3lit\u00edskt landslag sem st\u00fdrir \u00feessu a\u00f0gengi. Landslagi\u00f0 getur breyst og augl\u00fdsingastofur eins og \u00f6nnur fyrirt\u00e6ki ver\u00f0a alltaf a\u00f0 a\u00f0laga sig a\u00f0 n\u00fdju landslagi. Hva\u00f0 ger\u00f0ist \u00feegar \u00feegar starfsemi WOW var h\u00e6tt? Icelandair b\u00e6tti vi\u00f0 flugfer\u00f0um eins og \u00feeir g\u00e1tu af faglegri snyrtimennsku. Hva\u00f0 ger\u00f0ist \u00feegar Fr\u00e9ttabla\u00f0i\u00f0 f\u00f3r fyrst \u00e1 hausinn? Morgunbla\u00f0i\u00f0 t\u00f3k upp slakann og a\u00f0rir fr\u00edmi\u00f0lar s\u00e1u t\u00e6kif\u00e6ri. N\u00fai\u00f0 er alltaf a\u00f0 breytast. B\u00fai\u00f0 er a\u00f0 takmarka R\u00daV \u00e1 augl\u00fdsingamarka\u00f0i n\u00fa \u00feegar. Vi\u00f0skiptafyrirt\u00e6kin hafa brug\u00f0ist vi\u00f0 \u00fev\u00ed. \u00dea\u00f0 hefur almennt reynst d\u00fdrkeypt a\u00f0 standa gegn breytingum \u00e1 vi\u00f0skiptaumhverfi. Nokia og Kodak eru \u00feekkt d\u00e6mi um \u00fea\u00f0.<\/p>\n \u00deessi augl\u00fdsingaherfer\u00f0 S\u00cdA er \u00fev\u00ed mj\u00f6g undarleg. A\u00f0ilar augl\u00fdsingamarka\u00f0arins eru augl\u00fdsingastofurnar, S\u00cdA og fj\u00f6lmi\u00f0larnir allir – ekki bara R\u00daV. Er betra fyrir S\u00cdA a\u00f0 taka afst\u00f6\u00f0u me\u00f0 R\u00daV \u00e1 kostna\u00f0 allra frj\u00e1lsu mi\u00f0lanna sem standa \u00ed har\u00f0ri samkeppni vi\u00f0 r\u00edkisstyrkt R\u00daV og k\u00e6ra jafnvel til fj\u00f6lmi\u00f0lanefndar \u00edtreka\u00f0 fyrir samkeppnisbrot? \u00c6tti S\u00cdA ekki frekar a\u00f0 leitast vi\u00f0 a\u00f0 augl\u00fdsingamarka\u00f0ur s\u00e9 gagns\u00e6r, sanngjarn og m\u00e6lanlegur? Hann er \u00fea\u00f0 nefnilega ekki \u00ed dag \u00fev\u00ed \u00fea\u00f0 fyrirkomulag sem t\u00ed\u00f0kast annarssta\u00f0ar \u00ed heiminum af si\u00f0fer\u00f0islegum \u00e1st\u00e6\u00f0um, og sn\u00fdst um a\u00f0 a\u00f0skilja framlei\u00f0slu augl\u00fdsinga og birtingar, er ekki til sta\u00f0ar \u00e1 \u00cdslandi. S\u00cdA sem fagsamband \u00e6tti a\u00f0 sko\u00f0a \u00feetta, fremur en a\u00f0 beina gagnr\u00fdni sinni a\u00f0 fj\u00f6lmi\u00f0laumhverfinu. Ef S\u00cdA \u00e6tti a\u00f0 gagnr\u00fdna eitthva\u00f0 \u00ed fj\u00f6lmi\u00f0laumhverfinu \u00fe\u00e1 v\u00e6ri \u00fea\u00f0 augl\u00fdsingar\u00e1\u00f0gj\u00f6fin sem fj\u00f6lmi\u00f0lar sj\u00e1lfir veita \u00ed auknu m\u00e6li. H\u00fan er alltaf hlutdr\u00e6g enda sn\u00fdst h\u00fan um \u00fe\u00e1 sj\u00e1lfa.<\/b><\/p>\n H\u00e9r er eflaust r\u00e9tt a\u00f0 hafa \u00ed huga a\u00f0 f\u00e1 fyrirt\u00e6ki eru meira kap\u00edtal\u00edsk en augl\u00fdsingastofur og almannatengslafyrirt\u00e6ki. \u00datspil S\u00cdA er \u00fev\u00ed, \u00e6\u00f0i s\u00e9rstakt.<\/p>\n