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How Will Advertising Change When Everything Is Digital?
Many companies are having a problem with figuring out how to advertise on the internet. This is especially a problem as newspapers, magazines, and television will be phased out. Many people are already using the internet to find and read news. Soon, our televisions will be internet ready making cable television and its limited choice of channels a thing of the past.
So how will companies advertise once this happens?
Companies are used to pushing ads on people during television commercial breaks and along the edges and bottom of newspapers and magazines.
We can already see that web sites are putting ads around content on web sites. The problem with this is that advertisers are figuring out that the advertising isn't very effective. It is probably more effective compared to to newspaper advertising, but advertisers now have better tools for measuring the success of their ads.
Advertising on video content is another new problem. People were used to sitting through commercials every ten minutes because they basically had no choice. Once Tivo and DVR technology came along, people loved the ability to fast forward through the commercials.
On the web, people are not very happy if they are forced to sit through commercials before watching online content. The commercial requirements are getting longer so maybe people are being conditioned to sit through commercials, but there are too many choices available. Instead of watching something on Hulu.com with commercial breaks, I would just rent the videos from Netflix to watch them without commercials.
As people find new ways to avoid advertising, how will companies introduce their products and services to people.
The answer is that advertisers can no longer take the expensive and lazy approach of pushing a ton of ads on people. They will have to rely on word of mouth advertising and creative ways to reach people in a digital world while also trying to maximize any advertising opportunities that remain.
How do you think advertising will change in the digital world.
So how will companies advertise once this happens?
Companies are used to pushing ads on people during television commercial breaks and along the edges and bottom of newspapers and magazines.
We can already see that web sites are putting ads around content on web sites. The problem with this is that advertisers are figuring out that the advertising isn't very effective. It is probably more effective compared to to newspaper advertising, but advertisers now have better tools for measuring the success of their ads.
Advertising on video content is another new problem. People were used to sitting through commercials every ten minutes because they basically had no choice. Once Tivo and DVR technology came along, people loved the ability to fast forward through the commercials.
On the web, people are not very happy if they are forced to sit through commercials before watching online content. The commercial requirements are getting longer so maybe people are being conditioned to sit through commercials, but there are too many choices available. Instead of watching something on Hulu.com with commercial breaks, I would just rent the videos from Netflix to watch them without commercials.
As people find new ways to avoid advertising, how will companies introduce their products and services to people.
The answer is that advertisers can no longer take the expensive and lazy approach of pushing a ton of ads on people. They will have to rely on word of mouth advertising and creative ways to reach people in a digital world while also trying to maximize any advertising opportunities that remain.
How do you think advertising will change in the digital world.
Views: 7
Replies to This Discussion
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Permalink Reply by Tom McCann on -
I can't wait for this transition to move forward. Instead of the advertising dollars all going to the monopoly cable channels, more advertising dollars will be available for small publishers who now have access to a wider audience through the internet.
We still have a long way to go. We've heard about the example many times that more people read the New York Times online, but the ad revenue of the print version still drawrfs the online ad revenue. This makes no sense.
My ad revenue has been growing, but I still think the clicks I generate are good leads that should cost my advertisers more. Hopefully they will continue to rise in price to meet the true value of the clicks and leads being delivered.
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Permalink Reply by James Scott on -
I saw the recent news about Google moving into the television market. This is great news for all of us who have online content and sites. We need to start thinking about our sites as television channels. People having access to our sites through their living room television screens will be awesome - I hope.
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