Disruptors are what modify and help innovate modern society. Every industry has encountered a disruptor, which has changed the course of it to create what it is today. Advertising is not different. It was first disrupted with the advent of television. Out of this disruption came a new way of advertising. Now advertisers were able to use the television and its commercials as a means to help bolster the ideas established in the print camping that it developed. The computer created another disruption to the field. Entire industries were replaced with the click of a button. The most recent disruption in the field of advertising has come as a result of the Internet. Not only did the Internet make advertisers have to create advertisements for a different medium, but it also changed the entire idea of what advertising was.
The addition of the Internet to advertising changed many aspects of what advertising fundamentally is. With the addition of the new technology that is available as a result of the on set of the Internet age the expectations of an ad campaign has increased dramatically. No longer can one just get away with print ads. One reason for this is the major publications are declining as a whole. Readership is down as a result of the easy availability of free information that the Internet brings. Even with these publications switching to digital formats the sales are still not what they used to be. When it comes to advertising if people are not reading these publications why advertise in them, especially as the only means of advertisement for a given client. The other staple of advertising is also declining, television. Again the Internet has crippled this market place. With such sights as Hulu and Netflix, people can more easily enjoy their favorite shows for a fraction of the price as well as watch them when it is convenient for them. If they do subscribe to normal television people generally record their TV shows. In most cases this allows the viewer to fast forward through the commercials. Thus each commercial spot get a considerably less amount of views. Making television commercials not as impactful as they once were. This move away from tradition television has also made it so that advertisers cannot just do television spots.
Advertising as a whole is transforming from the Golden years in the 1950’s ad 1960’s where the print and TV ad were king, in order to adapt to modern society. These means of advertising are not simply disappearing. Often these campaigns are being combined with one another. The TV ads drive the print, and vise versa.
Social media will soon replace both television and print advertising as a staple of advertising if it has not already. In many ways social media is a hybrid of the two older staples. One can write a short burst of great copy and distribute it along side a picture, through Facebook or Twitter. At the same time one can also include a link to a YouTube video. The elements are the same as a print ad and a TV commercial but the means of communications are different. However, the advantage of social media does not end here. One can quickly and easily promote a sale with a tweet, and reach potentially millions of followers. This in essence could do away with the traditional newspaper circulars, cutting down on the price for advertising. Also one can advertise to insanely specific demographics. This allows one to completely engross their target audience.
The future of advertising lies with the integration of all these different mediums into one campaign. The social media campaign is going to metaphorically “drive the bus” on most of these campaigns. The way that these campaigns are going to be constructed is by a very high level of user involvement. People have grown accustomed to the mobile platform. Every one has a smart phone, and they are constantly on it. So these new ad campaigns have to utilize this and actually involve the people they are advertising to in the campaign. Social media is the perfect out let for this. It can be as simply as snapping a picture and then tagging it with a hash tag; or developing a game people play and post their score on Facebook. To go along with this theme of inter activity, out of home advertising is going to increase as well. By out of home I do not mean just the standard billboard, but applying graphics to unconventional surfaces. One could design graphics for subway cars, transform a bus shelter into an environment, or display awesome street furniture that people can interact with. The key is to keep the users involved in the experience. The graphics here can also be picked up for the print ads. Thus making it very easy to integrate the same campaign into multiple areas.
The key to successful ad campaigns in the future will be the successful integration between multiple mediums. All the TV spots, print ads, out of home displays, and social media have to be linked together in a single cohesive campaign. This culmination of multiple disciplines into one campaign is not an easy task. It will ask more of the creative’s, but at the same time it will turn out better advertising as a whole. However, there is a concern about integrating all of these mediums into one campaign. By doing this one has to be careful not to completely overwhelm the viewer. This means the user interaction has to be subtle enough not to bombard them yet not too subtle to so they wont notice it. There is a fine line here. However this will then weed out all of the bad advertising.
This new way of advertizing certainly does favor my generation. I have honestly not known a world with out the computer or Internet. All through out my child hood I was immersed in the new technology as well as different social media sites. My experience being raised by two graphic designers has not only help give me the physical hand skills and appreciation for advertising. But also a creative mind to help solve the many problems that can come up with these new complex campaigns. As a result of my background I feel like the new wave of advertising first me perfectly.
Sacks, Danielle. “The Future of Advertising | Fast Company | Business Innovation.” Fast Company. Fast Company, Dec. 2010. Web. 18 Dec. 2013.
i just thought this was a really good ad