Are We In The New Golden Age of Advertising?

The Golden Age of Advertising new models that would transform advertising into an actual industry. But the dawning of the Internet age has brought with it a whole new frontier to be explored in the advertising world. In fact the Internet The 1960s are often considered The Golden Age of Advertising. The 60s decade, as portrayed in the beloved TV series, Mad Men, was a crucial phase in the development of advertising as we know it today. Legends such as David Ogilvy, Leo Burnett, and Bill Bernbach (perhaps the three greatest advertisers ever) spent those years perfecting and introducing has so revolutionized the ad industry, one might argue that today is the Golden Age of Advertising. ADVERTISING BREAKTHROUGHS IN THE 196Os BRAND CUSTOMER THE BIG IDEA PERSONALITY PLANNERS/ ENGAGEMENT THE CREATIVE STRATEGISTS Engaging with the customer changed from talking at them to talking with them. With this came the Advertisers began to create brands with personality - brands TEAM The general strategy behind a specific ad campaign began to be founded upon one 'big idea' on which the entire concept of the campaign rested. • Account managers transitioned from conducting matters related to research, marketing and strategy of campaigns to focusing on developing relationships with clients. Account planners took on the previous account manager roles. Creative teams that stood out of the existed before the crowd in some 60s, but the copywriter unique and interesting way. and art director were need to research and eventually considered equals and worked together in teams of two. know the customer. U.S. Advertising Expenditures By Sector 1960s vs. 2000s, in millions of current U.S. dollars I Internet (IAB) PERHAPS TODAY IS THE GOLDEN AGE OF ADVERTISING (data from Robert Coen, former senior vice president and forecasting director at The Magna Group except where noted) I Radio I Magazines I Television I Newspapers 2000s vs. 1960s $50,000 $50,000 $40,000 $40,000 -$30,000 $30,000 -$20,000 $20,000 $10,000 $10,000 $0 2005 2007 2001 2004 1999 2000 1966 1967 1962 1964 1961 1963 U.S. Online Ad Expenditures Forecast by Format, in millions (data from adage.com) THE GROWTH AND DIVERSITY OF ONLINE ADVERTISING I Video I Email I Banner Ads I Rich Media I Search $20,000 $10,000 $5.000 $0 2011 ADVERTISING DIFFERENCES 2010 vs. 1960s AUDIENCES HAVE MORE CONTROL Today, audiences can choose whether they want to hear a statement or not, giving them significantly more control over what they expose themselves AD AGENCIES WERE IN CONTROL CONTROL Ads from the 60s emoted the power and confidence of its message without asking permission from the public to do so. to than before. please do not lick this pagel AUDIENCES DESIGN MESSAGES AD AGENCIES DESIGNED MESSAGES FOR PEOPLE FOR ADS The role has since switched and the audience often designs their own messages for ads that target them. This is now done through social media and crowdsourcing platforms. MESSAGE The message typically showed specifically how their ideal customer should look and what they should believe, as well as how the product can improve their life. ALL ASSES WERE NOT CREATED EQUAL AUDIENCES HOLD MUCH MORE ADVERTISERS SAW THAN PURCHASING POWER Advertising today stretches far beyond the realm of strictly offering a product for sale. Companies now call their audience into action, asking them to participate in helping others see their brand as positive and trustworthy. AUDIENCE THEIR AUDIENCES AS MERE CONSUMERS The typical ad from the 60s asks only one thing: that the customer buy their product. THE INTERNET BROUGHT A NEW ADVERTISING WAS LIMITED TO A SMALL AND MASSIVE AD PLATFORM CHANNELS With the dawning of the Internet came a whole new ad platform containing a wide variety of channels within including search, email, video, banner, classifieds, and more. HANDFUL OF STRAIOHT AHEAD -- TO THE BEAC Pacific San PLATFORMS Television, print, radio, direct mail, and ONE MINUTE FROM THE BEA Fram 12,500 to 153 billboards were just about the only media through which ads were served. ADS ARE INCREASINGLY TARGETED THE TARGET With the influx of user data on the Internet, targeting ads by location, search keywords, browsing history, and many other factors is now mandatory in order to stay competitive. TARGETING AUDIENCE WAS EXTREMELY BROAD Advertisers were only able to target a broad and large audience, making the message of each ad very general and basic. Thin sal O buysight SOURCES: adage.com, aib.net, blog.hubspot.com, creativethinkjuice.com, purplemotes.net 2006 2003 2002 1998 1997 1969 1968 2014 2013 1965 2012 2010 1960 2009 2008