Recently we are in situation where every Advertising /Analytics company is either takeover by some giant technology company or either they are struggling to keep up with market or already shutdown,
If we look at the history of advertisement it begin almost 100 years back,
In Britain, outdoor advertising was based on hoardings (billboards): England 1835, by John Orlando Parry
Intial there were adverting medium such as news paper magazine flyers and latest online/Digital advertising .
If we check all these evolution one medium is closing the door for other newspaper/ magazine are hardly consider good medium to adverting to reach more audience.
A 2015 report from the Brookings Institution shows that the number of newspapers per hundred million population fell from 1,200 (in 1945) to 400 in 2014. Over that same period, circulation per capita declined from 35 percent in the mid-1940s to under 15 percent. The number of newspaper journalists has decreased from 43,000 in 1978 to 33,000 in 2015. Other traditional news media have also suffered. Since 1980 the television networks have lost half their audience for evening newscasts; the audience for radio news has shrunk by 40%.
Why we are going checking the history pages ???
I am trying to explain the things that what happened to then considered most successful medium of advertising and what can happen to current medium such digital advertisement.
Current Medium include online advertisement which mostly include ads on sites such as blogs, youtube etc.
and there is another Digital/social advertisement fb,insta,twitter etc,
With growing market and advancement in the technology current advertising is mostly worked on internet some other way it all come to internet.
Advertiser can count each and every penny they are spending on the campaign.
What we should do as a individual who happen to be consider adverting domain professional ?
If are working for some advertisement related company look where your company is going and who are the current client, look for innovation they are making. If you are not one step ahead of the current market technology then you will be in big trouble just like Mode Media.
Mode Media was considered to be billion dollar unicorn as WSJ, At one point company was at peak with well settled ad network and client everything was going good.
Company stopped innovating and not able to keep with market requirement.
Programmatic advertisement biggest problem for some old advertisement company and it is best thing happened for few media companies. Many of the new company have based of the programmatic. Everywhere you go you will hear programmatic. First time programmatic comes into picture in 2011. And now its all over the market.
Very few people in the industry knows about what it is and how it works, Rest are only Good Speakers and know how to convince others.
Many of the folks who worked are now in phase to start their own company be it ad serving or analytics or want to be somewhere in the Programmatic cycle (SSP,DSP,DMP etc).
Who will survive the apocalypse?
This is 1x1
Only those who will be one step ahead of the current marketing trend, which means if someone is doing business in video advertising starting something like that will only waste your time and money. It will give you revenue for some years but not in long run.
Content is king always strive to get best content, ultimately people come to see any site for content not for advertisement. think from audience perspective. Sometime loosing one impression is better than losing one audience.
Dont Resent Ad blocker: no matter what you will do no matter who much script you put everyone want site to be ad free be it good ad or bad. only thing that can make any user to not block ad is content. so content is should be unique start using native ads, Stop using pop up ads, Audio on,
Start following the IAB standards.
Why I Like IAB?
IAB most trusted industry standard, they are technologically best, and always making industry better.
but Advertising industry in general dont want to follow them because they think of their pocket rather than long run. just to give you all example it took almost 2 to 3 years for advertisement industry to adopt VAST 2.0 from the date of releasing .
Same will happen with VAST 4.0, I dont remember any advertiser is demanding for that or any ad agency know about it, even if they know why to bother.
If we look at the history of advertisement it begin almost 100 years back,
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Intial there were adverting medium such as news paper magazine flyers and latest online/Digital advertising .
If we check all these evolution one medium is closing the door for other newspaper/ magazine are hardly consider good medium to adverting to reach more audience.
A 2015 report from the Brookings Institution shows that the number of newspapers per hundred million population fell from 1,200 (in 1945) to 400 in 2014. Over that same period, circulation per capita declined from 35 percent in the mid-1940s to under 15 percent. The number of newspaper journalists has decreased from 43,000 in 1978 to 33,000 in 2015. Other traditional news media have also suffered. Since 1980 the television networks have lost half their audience for evening newscasts; the audience for radio news has shrunk by 40%.
I am trying to explain the things that what happened to then considered most successful medium of advertising and what can happen to current medium such digital advertisement.
Current Medium include online advertisement which mostly include ads on sites such as blogs, youtube etc.
and there is another Digital/social advertisement fb,insta,twitter etc,
With growing market and advancement in the technology current advertising is mostly worked on internet some other way it all come to internet.
Advertiser can count each and every penny they are spending on the campaign.
What we should do as a individual who happen to be consider adverting domain professional ?
If are working for some advertisement related company look where your company is going and who are the current client, look for innovation they are making. If you are not one step ahead of the current market technology then you will be in big trouble just like Mode Media.
Mode Media was considered to be billion dollar unicorn as WSJ, At one point company was at peak with well settled ad network and client everything was going good.
Company stopped innovating and not able to keep with market requirement.
Programmatic advertisement biggest problem for some old advertisement company and it is best thing happened for few media companies. Many of the new company have based of the programmatic. Everywhere you go you will hear programmatic. First time programmatic comes into picture in 2011. And now its all over the market.
Very few people in the industry knows about what it is and how it works, Rest are only Good Speakers and know how to convince others.
Many of the folks who worked are now in phase to start their own company be it ad serving or analytics or want to be somewhere in the Programmatic cycle (SSP,DSP,DMP etc).
Who will survive the apocalypse?
Only those who will be one step ahead of the current marketing trend, which means if someone is doing business in video advertising starting something like that will only waste your time and money. It will give you revenue for some years but not in long run.
Content is king always strive to get best content, ultimately people come to see any site for content not for advertisement. think from audience perspective. Sometime loosing one impression is better than losing one audience.
Dont Resent Ad blocker: no matter what you will do no matter who much script you put everyone want site to be ad free be it good ad or bad. only thing that can make any user to not block ad is content. so content is should be unique start using native ads, Stop using pop up ads, Audio on,
Start following the IAB standards.
Why I Like IAB?
IAB most trusted industry standard, they are technologically best, and always making industry better.
but Advertising industry in general dont want to follow them because they think of their pocket rather than long run. just to give you all example it took almost 2 to 3 years for advertisement industry to adopt VAST 2.0 from the date of releasing .
Same will happen with VAST 4.0, I dont remember any advertiser is demanding for that or any ad agency know about it, even if they know why to bother.