As companies look to increase their messaging gets through the clutter and reach the intended 18-34 year-old demographic, more and more dollars are being shifted from advertising to other forms of marketing. Branded entertainment, product placement and other forms of what the article calls "experiential marketing" are increasingly popular as people are tuning out traditional advertising. Non-ad spending is expected to be the fastest-growing sector of overall marketing spending.

There's also a dramatic rise in the amount of dollars being spent on out-of-home promotions and marketing. That's largely because of the increasing number of "place-based networks," such as those that link up movie theater screens, gas station pumps and other things along those lines. The point of such networks is as much to reach people in unexpected locations as it is to reach them right at the point where they're making purchasing decisions.