Digital advertising is blossoming.
Adland has evolved drastically in the last ten years from a place that was once excited by cheap, fast and trashy advertisements. In “The End of Advertising,” by Andrew Essex, Essex describes the history of advertising to where it is today (Essex, 10).
Here is a 1960s advertisement for Heinz Ketchup.
Check it out one today.
The advertising industry, once focused on producing advertisements, which simply sold products, has flourished into high-end business that caters towards creating creative, digital advertisements, which are focused on the new modern, digital, often mobile, consumer (Essex, 11).
Adland has changed to suit the needs of consumers in the 21st century. After websites, informational sites, social media platforms, and google all became widely accessible, marketers realized that internet advertising had great potential, and turned their attention to digital advertising (Essex, 25).
Digital advertising was not without its obstacles. Consumers who were annoyed by internet pop-up ads were soon paying for ad-blocking software (Essex, 16). These advertisements were not exactly favorable.
However, several years later Google Adwords, and Analytics emerged and streamlined digital advertising, making it what it is today.
Google and Facebook now dominate the digital advertising industry, and together, are responsible for over 60% of digital advertising in the USA (“Small Businesses Crowd Facebook, Twitter..”, 2017).
Google and Facebook are able to target consumers based on their online searches and spending, as today nearly everyone is on online (“Small Businesses Crowd Facebook, Twitter..”, 2017).
Online advertising, today, has a social element that results in a dynamic, ongoing interaction between the seller and consumer, which means marketers are continuously being updated about what is popular and desirable to consumers (“Small Businesses Crowd Facebook, Twitter..”, 2017).
Social, digital advertising in the modern world is about keeping a continuous conversation with the consumer, instead of simply selling.
Essex, Andrews. The End of Advertising. Penguin, 2017.
“Small Businesses Crowd Facebook, Twitter for Marketing.” Emarketer. Sept, 20, 2017. https://www.emarketer.com/Article/Google-Facebook-Tighten-Grip-on-US-Digital-Ad-Market/1016494. Accessed 29 Nov. 2017.