- On 3 September 2019
Changes in the advertising market are extremely dynamic. While in the case of basic principles we can talk about sustainable changes, in the space of advertising media at the turn of the last 100 years practically everything has changed. However, some issues remain universal.
Traditional advertising in the form in which we know its origins were mainly in posters, murals, press advertisements. The following decades, which brought technological innovations, allowed for the expansion of advertising to other media. It was also a time when advertising became not only visual but also audible. Subsequent inventions made it possible to create „mobile“ advertisements – cinema and television made it possible to animate previously static advertisements. The Internet made it possible to reach specific target groups and to receive feedback from potential consumers. Advertisements became multimedia and took on new forms.
The importance of advertisements is no longer determined by its size, but by the frequency of display and the group of recipients who will become acquainted with the message. Therefore, the advertisements started to take the form of advertisements adjusted to the current level of technological development. Thus, advertisements appear less frequently on huge billboards. Each of us now carries a small billboard in his or her pocket. It’s smartphones. The size of advertising has decreased, but the reach has increased by hundreds of percent.
In the future, advertising may disappear from public space and be replaced by a completely new technological tool. Think of contact lenses that can display images. Work on prototypes is already underway, so it is to be expected that such an invention will be presented to the world in the near future. If such contact lenses could display information or even images, this would mean that advertising could also find room for itself. If they were to become more or less as common as smartphones, it could be that the existence of traditional advertising would not make much sense.
These are, of course, mere divagations, but it should be borne in mind that technological development has surprised us many times in the past and will probably surprise us more than once.
However, the most important aspect that gives meaning to advertising is its effectiveness. Without this, any campaign is completely useless. Therefore, while the medium is important for the transmission of information, it loses value in comparison with efficiency. Advertisers may wonder about advertising media that they will be able to use in the future. However, the most important thing is to take care of the recipients‘ interest in your message.
At Ojooo, we are aware of this fact, which is why we have been developing our technology of advertising campaigns based on the BPV system for many years. Thanks to this, we have at our disposal a tool whose effectiveness is greater than that of traditional advertising.
The future of advertising will be familiarized with every technological novelty. The advertising billboard may undergo a complete transformation. However, certain principles will still remain the same. The content and form of advertising can be arbitrary. It is important that it is effective and brings a certain effect.