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The Future of Advertising
Advertising is a medium that constantly evolves. It
changes with the times. It adapts to new technologies. It is unrelenting in its
desire to find new and better ways to reach an ever-growing consumer
marketplace. But its not simply advertising that evolves. Consumers and consumer
behaviour are changing too.
As we look at the future of advertising, it's important to look at how the two interact and change together over time. Without a doubt, the Internet has revolutionized the industry. It has taken the world - and the advertising world by storm. And it has only just begun to make an impact.
The Internet has become a global medium with massive potential. Forty years ago, television was considered new media. Fifteen years ago, it was cable. Today, people spend increasing amounts of time online at the expense of other media. The first evidence of this audience migration appeared in 1998 in a Forrester Research report. The researchers asked PC users which activities they were giving up to spend more time on their computers. 75% of the respondents said they gave up television. Interactive. That is the real key behind the power of the Internet in advertising. The Internet is really the only medium where we see true interactivity. In addition: . It means greater viewer involvement. . It means users can access services according to their interests and their tastes. . They can request and receive specialized product information, make an instant purchase, all the while saving time and expense.
The effectiveness of Web advertising appears to relate
to the fact that surfing the web is an actively engaging experience, similar to
reading magazines. Consumers also have the choice to "opt-in" to receiving
additional information on a particular product or service.
