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Walsh- The future of Advertising


The most common asked questions to a college student are “what do you plan on doing with your degree?” or “what area of concentration do you see yourself in?” and those are two of the hardest questions to answer. For a student who has grown up in a technological world, I’ve seen so many technological advances in a matter of a year, even six months. When it comes to future predictions I’m at a loss, because most of what has occurred has gone unforeseen in my eyes. To be completely honest, I don’t think that there is just one area I would like to work in because there are so many things that interest me, but if I had to choose I would pick Advertising.

The first thing that needs to be discussed is what exactly advertising is. The word “advertise” comes from the Latin words “ad vertere” to “turn towards”. “Advertising is about turning the attention of somebody towards a message to influence that person to be favorably disposed towards the brand and therefore resulting in them purchasing it” (Riley). Everyone has an idea of what advertising is but there are many parts to that profession, and each part will change in future years. Riley believes that in 2020 we will have the ability to use technology to target a certain member of each audience in a time they are most likely up for change, tailoring each message to the individual buyer. The main thing in his mind is that advertisements need to adapt to the people, which is what will keep the viewer watching. As technology advances the amount and content of advertisements need to advance too.

I was reading an article on Esquire.com and David Droga made a variety of important arguments about advertising. His first argument was that “advertising today is more about interruption and intrusion than compelling narratives or a good laugh. We don’t add value, if anything we often take it away” and he’s partly right (Droga). His main thing is that people today need to be intrigued by advertising, and that the companies are starting to get lazy when it comes to making pop up ads etc. He said “it’s not rocket science, the best ads tell great stories” and he’s right (Droga). There is rarely a commercial I see today (ones that are thought out and provoke an emotion of any kind) that I can forget. It’s the ones that really make me think that really catch my attention and make a lasting impression. Old spice is known to advertise for women because “60 percent of men’s body washes are actually purchased by women” (Droga). Creativity is being used now and it is changing the way things are being done.

Small advertising companies are no longer being turned away for the size of their company; they are being used for the amount of creativity they are willing to use while creating ads. The place that needs change, the spot that needs ads to be upgraded is the smallest and most common of them all- the cell phone. The cell phone will probably become the best means of advertising because everyone has one today, and they are so easy to be seen. Bryan Pearson from LoyaltyOne believes that the future of advertising will be optional. He says “sure, there will be events that shape the messaging requiring that advertising of the future be hyper-personal, curated and social. It will be on demand, because advertisers will have to make the content of their ad compelling enough that a consumer will actually opt in to view it” (Pearson).

The future of advertising isn’t just more ads to sell the many new products that will come out. Bryan has the right idea when he said “the future may actually exist in the industry’s ability to attract the brightest minds today” (Pearson). Without a brilliant creative team, the advertisements will not be viewed if the user is given an option not to view them. I think many new jobs will become available, and there might even be more jobs in having people critique certain advertisements. They can do this by having everyday people get paid to watch a certain advertisement and give their feedback on what works and what doesn’t work. The advertisements will probably show up less in magazines because it seems as though paper companies won’t be as useful with all of the new technological strides we are making.

The disruptions I can see occurring are that if bigger advertising companies don’t start putting more thought into each advertisement they will be run over by the smaller hard working companies. Right now there are many ways to view advertisements such as Facebook, Television, Craigslist, Twitter, Instagram, blogs, websites, etc. There are also advertisements in magazines and the newspaper. I don’t see our generation reading newspapers as much as I see them picking up a tablet to catch up on the morning news so print advertisements may cease to exist. There will never be a world without advertisements because the only way to really sell a product besides word of mouth is by creating Ads. Commercials will have to be more thought provoking and the laziness will be forced to subside, but as for what will happen to print companies, only time will tell.

 

Works Cited:

Droga, David. “Where Advertising Will Go Next.” Esquire.com. N.p., 19 Nov 2013. Web. 10 Dec. 2013. <http://www.esquire.com/features/future-advertising-1213&gt;.

Pearson, Bryan. “Bryan Pearson – Advertising 2020: Using Data to Create Demand for the Actual Ad (Cats Optional).” Wharton. University of Pennsylvania, 11 Dec 2013. Web. 11 Dec. 2013. <http://wfoa.wharton.upenn.edu/perspective/bryan-pearson/&gt;.

Riley, Martin. “Martin Riley- Turning Toward the Future.” Wharton. University of Pennsylvania, 10 Dec 2013. Web. 11 Dec. 2013. <http://wfoa.wharton.upenn.edu/perspective/martin-riley/&gt;.

 

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