Extreme Advertising: The Art of Communication in a Technological World
Email this articleThe advertising industry is experiencing some sweeping changes in the new millennium. Strategic advertising goals are being shifted to new mediums. Advertising art is becoming increasingly sophisticated. And the demand for talented advertising professionals continues to gain momentum.
The end of an advertising era is quickly approaching. While the television remained the Holy Grail of advertising executives for several decades, digital and Web media are now the communication medium of choice for advertising dollars. Brad Stone of Newsweek International reports that DVRs are catching on quickly with over 70 percent of DVR viewers skipping the advertisements.
New Advertising Era
The notion that new technologies make TV advertisements less effective is not lost on marketing and advertising firms. They are scrapping their traditional advertising strategies for an increase in ROI (return on investment). In fact, there are a variety of technological advances that are forcing advertising companies to respond in creative ways to reach the public.Changing the Advertising Game Plan
- Big Bucks for Prime Time. According to recent published rates, commercials that run during prime time are more expensive than they have ever been in history.
- Skipping the Boob Tube. Families are spending less time in front of the television and more time surfing the Internet at work and at home.
- Public Resistance. Another factor responsible for the scaling down of television advertisements is the proliferation of obtrusive ads and art.
The Digital Advertising Future
- Advertising Art. With the use of cutting edge software tools, advertising art and layout will be enhanced to improve target response.
- Interactive Advertisements. The digital advertising that seem to hold the most potential include interactive Web sites that make the customer a part of the advertisements.
- High Speed Internet. According to a Nielson/NetRatings report, broadband users make up 42 percent of the U.S. population, up from 36 percent in January 2005.
About the Author
Kelly Richardson covers the local education and technology scenes in major cities across the country. His articles appear in a variety of respected educational journals, periodicals, and e-zines.
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