Where is Advertising going in 2017?

Happy New Year! With a new year, there comes new and exciting projects for clients, fresh and fun ideas, and new advertising trends.

While the entire advertising industry will get a facelift in 2017, there is one area in specific that is going to grow like crazy and that is digital. Digital Advertising has taken off in 2016 and only plans to continue to grow. In fact, it even plans to push farther ahead taking the advertising industry by storm in 2017, and in many industries, digital advertising will become more important than television advertising.

Screen Shot 2016-12-29 at 6.29.00 PM.pngAccording to eMarketer, United States digital advertising spending is going to increase by 21.9% in the retail industry during 2017, matching the growth in 2016, and the automotive industry is going to increase digital advertising spending by 12.8% in 2017.

In fact, the industries of financial services, telecom, consumer products, travel, consumer electronics, media, entertainment, healthcare, pharma, and more will all see growth in digital advertising spending in 2017. Also according to eMarketer, this trend will only continue over the next four years.

As you can see, digital advertising is going to be extremely important to businesses in 2017 and beyond. At the beginning of this new year then, don’t forget to make sure your spending some time focusing on your digital advertising plan. If you need any help, feel free to contact Adventure Ad Agency. We are happy to help you make your 2017 advertising plan a stronger one.

The Evolution of Advertising

When we think about advertising, it is easy to quickly just think about television commercials and billboards on the side of a highway. However, advertising is much more than that. Advertising continues to evolve and change every day. What advertising meant last year is different than what it means this year. To understand what advertising is now and where it is going though, we must understand how it has evolved from where it was in the past.

Advertising initially began in full swing in the twentieth century with the emergence of the invention of the radio and cable television. The 1950s through the 1970s are heralded as the heyday of cable television. With these inventions, advertising was finally able to reach mass audiences. With a limited number of television channels, advertising could directly reach consumers without much other clutter competing for the viewer’s attention.

Then, cable television began in the 1980s, and the advertising industry began to be able to fragment the mass media and better target consumers. As more networks were created, further segmentation occurred and the concept of narrowcasting emerged. The idea of narrowcasting is simply targeted advertising through cable television to smaller market segments by demographics such as location, interests, age, etc.

The next big thing to sweep the advertising world was the increased presence of advertisements in magazines. As television advertising rose in cost, magazine and print advertising declined, only further fueling this print advertising boom. These print options could also more narrow segment the market.

Finally, with the ushering in of the twenty first century, there came the internet and with it digital media. Unlike previous methods of segmenting that used demographic variables to target markets, digital advertising provided the opportunity to implement behavioral targeting, which previously would have been too expensive to collect data on.

As a consequence of this, today our world is filled with much more advertising clutter creating an even higher demand for quality advertising that engages viewers. Currently, there is an increased ability for the consumer to avoid or skip over ads whether through a DVR or through the click of a button.

As a result, the advertising industry has become more creative with growth in strategies such as product placement and sponsorships. Social media has also emerged around 2010 as a powerful new advertising tool that is low cost, if not free.

Over the past hundred years, the entire landscape of the advertising industry has changed, and it will only continue to change. Advertising agencies then must continue to be on the top of their game, constantly thinking of new and creative ways to engage and reach the consumer.