Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers, to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, and billboards. But the trends in advertising are changing over time. The competition is going tough day by day. Thus, marketers are trying to find out more effective ways to reach the target audience. But these changes have not occurred suddenly. There is a continuous growth in advertising trends with the passing time. While some old trends have been modified some new trends have evolved.
Advertising: The times are a-changing.
Across time, we have been witness to big changes in advertising, from merely communicating a product or service, to highly sophisticated multi-dimensional and multi-channel strategies, and always with the same goal. Across time, we have seen a huge evolution of techniques and trends, products, strategies, media… The authentic “next big thing” comes with the advent of the Internet.
Advertising is a very powerful business. All by itself, advertising powers large industries such as television or print media, huge empires with thousands of employees and billions of dollars in revenues which constantly feed their tummies with money coming from the advertisers: to induce someone to buy or use that product or service. To achieve their goal, advertisers use different types of weapons with very different characteristics, ranging from pure carpet-bombing that guarantees the coverage of a large area, to highly precise snipers that allow them to hit a specific target right between the eyes and in the perfect moment to do so. Across time, we have seen a huge evolution of those weapons, new techniques and trends, new products, new strategies, new media… How ever, as in many other industries, the really big change, the authentic “next big thing” comes with the advent of the Internet. And believe it or not, even though the Internet has been among us for quite a significant number of years, the change is yet to come. Let's review some of the changes that will, in the coming years, turn the world of advertising completely upside down… The first and fundamental change is related to the so called “interruption marketing”, and it could be well expressed as “don't get between my content and me”. Think about it: for a number of years, the media industry has been able to run their business with a very clear and straightforward model - if you want to put your hands in my content, you will have to accept my conditions. And those conditions are: either you pay for it, or you will accept interruptions. Those interruptions will come any time, in any form or shape, and we will charge advertisers depending on the number of eyeballs that we are able to – theoretically – put in front of your ad. We – the media – can manage the time, the sequence, the primetime… anything. We have the control, and all you can do is to sit down and become “audience”, i.e. shut up and listen. Depending on which side you are at, the idea sounds reasonable; media companies learn how to influence us, how to shape our tastes and habits, and we accept the model because we basically don't have any other model to compete with.
You Tube. Your new ad network
The 30-second TV spot hasn't gone away entirely. It's just that the smart money is spending less of theirs on media, and placing ads on You Tube. They then attempt to drive consumers there via other inexpensive means. YouTube is a vehicle to attract viewers who might not be watching as much TV, or skipping the shows in the brand's media buy. It's also an ideal vehicle to expand an advertiser's reach. The spot developed for...
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