New+Trends+in+Advertising

= = =Introduction =

toc Some experts still think that advertising is just one of the promotion mix tools that business use to sell their products or services. This is an old point of view of how advertising influences the business world via ‘one-way street’ communication (Powell, 2009:37). Advertising is used within the market to inform about product features, create a status and generate customers’ loyalty, among other advantages (White, 1993). However, technological changes have developed a new advertising communication model. In other words, the digital era has allowed advertising to generate participation between companies and consumers (Spurgeon, 2008:3-6). Therefore, the current advertising practises not only satisfy the advantages of traditional media, but also reinforce the consumers’ loyalty and word of mouth via their interaction with firms. Hence, the new trends in advertising are relevant for the business world because consumers’ ‘active participation, especially as content creators, is a crucial ingredient of commercial success’ (Spurgeon, 2008:4).

‘Throughout the past century, the advertising business model has been an engine of creativity for consumers and success for business markets’ (Close, 2014:249)

Likewise, the advertising industry has been also influential in society behaviour, economy, politics and the current advertising techniques (Close, 2014:249). For that reason, it is important to describe the evolution of advertising in history and analyse its influence today. Firstly, this wiki entry will cover the different perspectives of the advertising definition. Secondly, the advertising co-adaptation to the media communication channels in history will be procured. Thirdly, this entry will explain the trends in advertising messages, techniques and channels for 2014; how they influence in business world and some case studies. Finally, the summarise section will remark the most important points of the entry and some questions to think about.

What is advertising?
The definition of advertising is a controversial debate due to being a volatile concept. Some experts state that advertising is ‘the art of convincing people to spend money they don’t have for something they don’t need’ (Rogers, undated cited at Pardun, 2014). The American Marketing Association defines advertising as: ‘The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.’ (1995) These two definitions are no valid because the first author provides with a non-objective conceptualisation and the AMA description is out of date. Today, there is not any official definition that comprehends what advertising means because of the convergence between technology development and traditional media (Richards //et al.//, 2002). Richards also explains that this changes have led to some experts to confuse the difference between direct marketing and advertising. This entry will analysed the advertising message and channel of delivering because a 'persuasive effort may be both of them at once, but it also may be either one of them without the other' (Richards //et al.//, 2002).

Although there are mixed views and specific definitions when it comes to advertising, the essence of advertising is always the same, "any paid form of non-personal communication of ideas, goods or services by an identified sponsor. This includes traditional mass media outlets such as television, magazines, newspapers, out-of-home (billboards) etc" (Shrimp and Andrews, 2013:8). All advertising efforts hold the same aim, to communicate with consumers in order to promote a product or service.

Advertising and Evolution


Advertising was developed when the Romans started convincing people in their pitches (Tungate, 2007). In 1440, the invention of the printing press became the beginning of the newspapers specialisation in advertising (Rodriguez, 2007). However, adverts were totally informative and descriptive (Wilson, 2013).

The growth of the advertising industry took place in the middle of 19th century, after the Industrial Revolution did (Tungate, 2007). The World War I developed the concept of //propaganda//, the usage of advertising for political messages (Wilson, 2013). It represented a powerful method to recruit soldiers.

 More examples here

<span style="font-family: Verdana,Geneva,sans-serif;">The advertising industry was adapting its practises to the media innovations – such as direct marketing, cinema, radio and television- to reach more and more consumers. In 1950, the Golden Age of Advertising became one of the most influential moments on the advertising and business world. The new perception of advertising gave more importance to persuasive copies and the society entertainment (Tungate, 2007). Ads’ men, like David Ogilvy, introduced the story telling into the creative process of a campaign (Wilson, 2013). Although advertisers have been using this practise to engage the audience up to now, the advertising industry has recently changed this concept.

<span style="font-family: Verdana,Geneva,sans-serif;">Around 2000, the accessibility to the Internet and Web 1.0 enabled new platforms to advertise. It allowed the interconnectivity with consumers via emailing, pop up, SEM and banner techniques (Powell, 2009). Nevertheless, the technology development continued to influence media and, as a consequence, the advertising industry. The Web 2.0 became the beginning of the interactive communication with consumers via viral advertising, social media campaigns and posts in blogs (Tuten, 2008; Powell, 2009:179-80). Firms not only could create conversations with consumers, but also could promote their target participation. Although the technology changes have allowed a more personal communication with consumers, firms still use old advertising practises.

<span style="font-family: Verdana,Geneva,sans-serif;">However, today marketers go beyond these limits. Trends in advertising focus on the digital era, which ‘allows information to be created and distributed via other digital processing machines’ (Powell, 2009:184). In other words, the advertising industry is working to create new ways of customers’ engagement via mobile, PC, tablet or television at the same time. Therefore, the evolution of the advertising industry in history is the result of the co-adaption between the emerging media and advertising practises.

=<span style="font-family: Verdana,Geneva,sans-serif;">The New Media =

<span style="font-family: Verdana,Geneva,sans-serif;">During the 20th century communication tools have rapidly developed, alongside significant changes in regards to current media. The increased ownership and use of computers has now enables marketers to make the most of communication tools such as e-mails and also consumers ability to surf the Web (Petley, 2003). “There are now more media than ever in which to advertise, and competition between the media for advertising has never been more intense” (Petley, 2003:10). Therefore, marketers not only need to provide engaging, successful advertising strategies for their consumers but also ones which strive ahead of their competitors - giving them a competitive advantage. <span style="font-family: Verdana,Geneva,sans-serif;">Some new trends that can be expected in advertising will entail augmented reality, location-based advertising and 'hyper-niching' of consumers, social media adverts and video displays. Advertising can changed based on how people tweet or respond to the messages. So in the future it is likely that each consumer will see completely different advertisements on online TV sets, even if they are watching the same channel at the same time. the ads you will see in the future will be advertisements that you 'want' to see (Singh, 2012). Most of the new advertising trends have switched from traditional methods to methods involving different technology mediums. Future trends from both marketers and consumer to watch out for will also be included and considered in this wiki.

=<span style="font-family: Verdana,Geneva,sans-serif;">Advertising today =

<span style="font-family: Verdana,Geneva,sans-serif;">‘Advertising is emerging in a space informed by dialogue: dialogue between old and new, real and virtual, strategy and serendipity’ <span style="font-family: Verdana,Geneva,sans-serif;">(Powell et al., 2009:1) <span style="font-family: Verdana,Geneva,sans-serif;">This section will analyse the new trends that could occur in the advertising industry in 2014. The technological change and consumers' behaviour are the factors that have determined the advertising messages, techniques and channels of delivering. In the following video, JWT, communication agency, analyses //10 trends for 2014 and Beyond//: <span style="font-family: Verdana,Geneva,sans-serif;">media type="custom" key="25423898"

<span style="font-family: Verdana,Geneva,sans-serif;">1. More personal communication
<span style="font-family: Verdana,Geneva,sans-serif;">In 2014, consumers will require a more personalised and close experience with products and campaigns (Ann Mack, 2014). For this reason, marketers shall study which are the consumers’ desires in order to satisfy them. Indeed, new techniques to analyse the consumers’ preferences- like [|creative neuromarketing]- have been developed. Therefore, the technological change not only has facilitated the active participation between brands and consumers, but also has improved the marketers’ research techniques.

<span style="font-family: Verdana,Geneva,sans-serif;">JWT explains that consumers are also demanding immediate and immersive experiences with brands (2014), which means that advertisers shall consider the consumer as a part of the campaign. So, consumers claim a personalised, interactive, immediate and immersive experience with brands via its advertising communication.

<span style="font-family: Verdana,Geneva,sans-serif;">**//The Liberation//** campaign developed for Jeans by the Uncle Grey Group, is a clear example of how the consumer experience immersion can signify the campaign success. Uncle Grey Group developed an interactive film to promote Jeans clothes’ catalogue. Moreover, consumers could get and share in Social Media networks their personalised jeans. The Liberation showed some of the trends explained in this section. This video shows how the ad worked and its objectives:

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<span style="font-family: Verdana,Geneva,sans-serif;">2. Storydoing
<span style="font-family: Verdana,Geneva,sans-serif;">The College of Everything, a Spanish school of creativity, explains the adaptation of the storytelling, technique introduced by Ogilvy, to the ‘Storydoing’ (2014). This represents the evolution from the advertising based on telling stories, to make stories real for customers or whole communities (TCOE, 2014; JWT, 2014). Ty Montague explains that storydoing is an ambitious story ‘to make the world or people’s lives better’ and obtain companies’ objectives (2013). Red Bull, TOMS shoes or Warby Parker are companies that have already used it.

<span style="font-family: Verdana,Geneva,sans-serif;">The storydoing campaigns are commonly spread via Social Media networks or word of mouth, which enables business to cut down their inversion on media communication channels (Montague, 2014). Moreover, this author highlights that it allows the company to define its purpose, maximise profits and generate consumers’ loyalty (2002). The CO:COLLECTIVE statistical study analyse give some interesting data:

<span style="font-family: Verdana,Geneva,sans-serif;"> <span style="font-family: Verdana,Geneva,sans-serif;">For more information about storydoing click [|here]

<span style="font-family: Verdana,Geneva,sans-serif;">The TOMS shoes case study is a clear example of storydoing success in the business world. This company appeared when Mycoskie, TOMS shoes owner, realised that ‘the number of children who are so poor they can’t even afford a pair of shoes’ (Montague, 2002). He decided to start up a different business, based on ‘for every pair of shoes he sold, he would give a second pair to a child in need’ (Montague, 2000). That’s the way in which ‘One for One’ was a succeed.

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<span style="font-family: Verdana,Geneva,sans-serif;">3. Programmatic advertising
<span style="font-family: Verdana,Geneva,sans-serif;">Gurbashk Chahal, Chairman and CEO of RadiumOne, stated that programmatic advertising is ‘the automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes how online campaigns are booked, flighted, analysed, and optimized via demand-side software (DSP) interfaces and algorithms’ (cited at Olenski, 2013). To see the full interview click here

<span style="font-family: Verdana,Geneva,sans-serif;">Few years ago, agencies calculated the most profitable media according to the number of impacts that the ad could obtain. Today, programmatic advertising is an application of software that measures the average of digital advertising impacts that could occur (Chahal, 2013 cited at Olenski, 2013). Therefore, the development of the old model guarantees the efficiency of ads placement in the media (Marshall, 2014). This innovation allows companies to reduce the media inversion and find its potential users in the Internet. It is expected that programmatic will take into account the traditional media channels in a near future (Marshall, 2014).

<span style="font-family: Verdana,Geneva,sans-serif;">4. Native advertising
<span style="font-family: Verdana,Geneva,sans-serif;">Native advertising is ‘the practice of using content to build trust and engagement with would-be customers’ in online media (Hallet, 2014). It is a non-intrusive practise that attracts consumers (Lovell, undated) because ‘the advertising smoothly integrates into the content stream rather than jarring’ (Media Network partner zone, 2014). Although it could seem similar to sponsor content, native advertising provides consumers with high quality contents via viral techniques –tweets, suggested posts on Facebook, videos or blogs (Hallet, 2014). However, advertisers should consider that the easy spread in the digital media can cause the lack of control of campaigns, which could be a substantial disadvantage.

<span style="font-family: Verdana,Geneva,sans-serif;">Harper Collins, English-language publishers, created 17 Problems Only Book Lovers Will Understand on the BuzzFeed web. This native advertising used a humorous tone to empathise with its consumers and enable the content sharing in Social Media networks. As a result of the campaign, it was shared 715,267 times (Sharethrough, 2013). To see the Sharethrough list of 2013 sponsored ranking click here

<span style="font-family: Verdana,Geneva,sans-serif;">5. Where to use them?
<span style="font-family: Verdana,Geneva,sans-serif;">As it was mentioned before, the advertising industry shall also analyse the new trends in delivering channels due to adapting the message to different formats. JWT and The College of Everything remark that mobile marketing and video will become more important in 2014. Also, brands plan to increase their presence on Social Media. But, how ad agencies will use the digital media to advertise in 2014?

<span style="font-family: Verdana,Geneva,sans-serif;">Social Media
<span style="font-family: Verdana,Geneva,sans-serif;">"The emergence of social networking media, such as Facebook and Twitter, has opened the door to a million possibilities for marketers" (Wright et al, 2010). With the vast range of social media sites now available to both consumers and companies it makes it an obvious advertising platform to maximise. ‘Social Networks are another promising venue for advertising as the most relevant social networking sites try to monetize their huge and growing user base’ (Powell et al., 2009:41). Social Media keeps increasing its importance for the advertising industry in 2014. This year marketers will find more applications to take the maximum profit of this channel (Marketing Directo, 2014). Debra Aho Willamson analyses '//7// Social Media Ad Trends for 2014' (2013), which are:


 * <span style="font-family: Verdana,Geneva,sans-serif;">Online Video. Facebook will be the main network of online video sharing.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Mobile marketing. A high percentage of social media consumers’ consumption is done via smartphones. For that reason, it is understandable that advertisers adapt its ads to Facebook (49%) and Twitter (70%), as they represent the major income from mobile.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Native Advertising. Marketers do not have clear the repercussion of this new practise owing to implying too much time and effort.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Programmatic Advertising will rapidly identify where the target group is, which means that advertisers will position its campaigns easier in Social Media Networks.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Geolocation is ‘the process or technique of identifying the geographical location of a person or device by means of digital information processed via the Internet’ (Oxford Dictionaries, 2014). This will link Social Media Networks and ad content in mobile apps.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Other Social Networks- such as Instagram, Pinterest or Snapchat- will become new platforms of advertising development.

<span style="font-family: Verdana,Geneva,sans-serif;">//Tweet a Coffee: Send an eGift via Twitter// was a Starbucks’ campaign that promoted the usage of Twitter via an online video. This campaign used some practises mentioned before. Firstly, the ad integrated the geolocation in a Social Media campaign. Secondly, Starbucks offered real experiences for consumers, which means a storydoing action. Thirdly, this campaign also used the mobile as a key element for the action. Finally, the video shows that @tweetacoffee was a tremendously personalised campaign. Laura Friedman remarks that it is still a beta version of an app, but it ‘has already prompted $180,000 in purchases’ (2013).

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<span style="font-family: Verdana,Geneva,sans-serif;">With users having the ability to set preferences on their social media pages it is easier for marketers to target consumers which they know will be interested, rather than mass marketing and many of the consumers avoiding the advertising efforts. "The rise of social media advertising marks a continued trend by marketers to establish more intimate relationships with their customers" (Wright et al, 2010).

<span style="font-family: Verdana,Geneva,sans-serif;">Video advertising
<span style="font-family: Verdana,Geneva,sans-serif;">‘Online video advertising is turning into an alternative for the 30-second spot’ (Powell, 2009:40). Millward Brown study remarks the micro-video importance for brands in applications like Vine (2014). This platform allows advertisers to generate high creative branded content in a short and simple video, available for multi-platforms (Payne, 2014).

<span style="font-family: Verdana,Geneva,sans-serif;">Traditional advertising methods are now on the decline, in contrast the number of video ads online are ultimately increasing. By the end of 2014 eMarketer has estimated that online advertising will account for 15% of total online advertising (Kaser, 2012). Marketers either post video ads on their own website or on popular social media sites such as YouTube or Facebook. It has been found by marketers that if they are to post a video alongside an article, the viewer is likely to watch the video before reading the article - therefore a prime opportunity to advertise a product or service, consumers are more likely to watch an advertisement rather than read one. Companies are more frequently using viral videos in order to promote products - this is enhanced through viewers sharing videos to their friends and family on the Internet. This method can help a company to generate millions of views just from one video - more exposure then what they could ultimately get from more traditional methods of advertising (Kaser, 2012).

<span style="font-family: Verdana,Geneva,sans-serif;">Online videos are a visual way of enriching consumers’ experiences and interacting with them. Finally, advertisers shall consider the convergence between social media, video advertising and mobile platform.

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<span style="font-family: Verdana,Geneva,sans-serif;">Mobile advertising
<span style="font-family: Verdana,Geneva,sans-serif;">Mobile advertising is another growing trend of advertising. This method allows marketers to send direct messages to consumers, through the Internet or mobile devices such as smartphones, mp3 players and tablets. The increasing number of devices now available gives marketers many opportunities to reach out to potential consumers, especially the younger generation. Not only that but with the new GPS tracking technology it enables companies to send out promotional and brand information based on the consumers geographical location. When the consumer is near to a shop or restaurant for example, they will receive a message (Kaser, 2012). Marketers say that this technique could be useful for restaurants, entertainment businesses and local retailers especially - restaurant offers are one of the main discounts consumers look for. Mayor brands are now said to sponsor video podcasts, which allow the consumer to use their mobile device and download videos of their favourite TV shows - enhanced publicity. EMarketer estimated that mobile advertising in the recent year reached over $700 million (Kaser, 2012).

<span style="font-family: Verdana,Geneva,sans-serif;">//The Guardian// states that the number of smartphones and the time that people spend with them are growing (2014). This makes marketers to be more interested in mobile platform due to allowing reaching more consumers. Millward Brown considers that mobile is an emergent platform for impacting consumers in some advertising campaigns (2014). Although some mobile ads failed few years ago, the 4G have developed new mobile ways of participation between brands and consumers (TCOE, 2014).

<span style="font-family: Verdana,Geneva,sans-serif;">In addition to these mediums more can be read on the spread of media from the Digital and Online Marketing Wiki page.

=<span style="font-family: Verdana,Geneva,sans-serif;">Overwhelming Advertising =

<span style="font-family: Verdana,Geneva,sans-serif;">However, advertising needs to be approached by marketers with care as the bombardment of advertising strategies that consumers are faced with these days can resulted in the opposite response for marketers, with consumers now resisting traditional forms of advertising, ultimately making marketers advertising efforts pointless. Therefore marketers are now adopting their strategies in regards to advertising and the methods they use. Marketers are now turning to holistic marketing techniques which hold an emphasis on consumer relationship marketing and creating more inventive, understated ads as opposed to ones which appear “in-your-face” or too loud for the consumer.

<span style="font-family: Verdana,Geneva,sans-serif;">The idea of marketers tailoring their marketing efforts to each individual consumer holds a great advantage over standardized messages, which are sent to a large market. This methods assists companies in building relationships with consumers through tailored messages, providing consumer only with what they want.

<span style="font-family: Verdana,Geneva,sans-serif;">One-way in which marketers aim to achieve this is, “targeting the right people with the right message through social media” (Wright et al, 2010).

<span style="font-family: Verdana,Geneva,sans-serif;">Therefore, although the range of platforms available for marketers to advertise their products or services on is beneficial, marketers need to be careful in the way that they do this, in a constructive manner as opposed to a brand diminishing one.

=<span style="font-family: Verdana,Geneva,sans-serif;">Growing Trends =

<span style="font-family: Verdana,Geneva,sans-serif;">Although many trends have been outlined, Forrester Research (cited in VanBoskirk, 2011) found that the growing trend in different marketing techniques. From the graph it claimed that mobile marketing is estimated to have the highest growth rate from 2011 to 2016 of 38%, with social media closely behind with 26% growth rate.

<span style="font-family: Verdana,Geneva,sans-serif;"> <span style="font-family: Verdana,Geneva,sans-serif;">This graph shows that both mobile marketing and social media are becoming growing trends in regards to advertising, due to the vast reach and advantages that it can provide both for the company and also the consumer. 6 out of 10 marketers stated that they would increase the budget spent on interactive marketing by reducing that of which they spend on traditional advertising (Bernoff, 2009).

=<span style="font-family: Verdana,Geneva,sans-serif;">Advertising Trends Forecast =

<span style="font-family: Verdana,Geneva,sans-serif;">Global advertising expenditure totalled $430 billion in 2011, with Internet advertising account for approximately 20% of the total. online advertising will increase by 12.8% in 2012 and reach approximately $117.5 billion in 2016, thereby accounting for 21% of a whopping $560 billion total spend in 2016 (Singh, 2012). The undisputed winner of online advertising has been Google, which account for 44% of the total Internet advertising expenditure. Image-rich as content such as videos, mainly in social media platforms, will increase to $28-35 billion in 2016, account for a larger piece of the online advertising pie.

=<span style="font-family: Verdana,Geneva,sans-serif;">Conclusions =


 * <span style="font-family: Verdana,Geneva,sans-serif;">New Trends in advertising are the result of the technological change. The co-adaption of media channels and advertising practises has developed an interactive communication between brands and consumers, which means the emergence of a paradigma. For this reason, it is important to consider the evolution of advertising in history and its influence in the current advertising model, like the storytelling technique.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Likewise, the digital media has influenced on the conceptualisation of advertising. Some authors claim that there is a slim line between digital marketing and digital advertising. However, this wiki entry has considered digital advertising as the whole process implied in the final piece, and digital marketing the vehicle to support it (Richards //et al.//, 2002).
 * <span style="font-family: Verdana,Geneva,sans-serif;">Although advertising online is a prime opportunity for companies, due to the increased media platforms now available, advertising has become more intense and competition is higher than ever. This adds pressure to companies, and means that they need to be providing engaging techniques to consumers in order to retain their attention, and also attract new potential consumers.
 * <span style="font-family: Verdana,Geneva,sans-serif;">In 2014, the ad agencies shall adapt the advertising messages to the consumers' needs. This year, advertising should be more interactive, personal, immersive and immediate with consumers. Moreover, it should provide consumers with real experiences that enrich themselves or their communities. Finally, if advertisers want to use sponsored ads in the Internet they should take into account the quality and viral viability of the content.
 * <span style="font-family: Verdana,Geneva,sans-serif;">In terms of platforms, Social Media, Online Video and Mobile advertising will have more importance in 2014.With consumers being able to adjust their preferences on these sites has made it more beneficial for marketers to target those who are interested rather than the whole population. However, the convergency of this platforms is expected in a near future owing to being still fragmented.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Marketers are now taking a more holistic approach to advertising techniques - with the aim to not bombard consumers with information, now they are basing their advertising efforts on consumer relationship marketing as opposed to giving consumers over powering ads.
 * <span style="font-family: Verdana,Geneva,sans-serif;">Finally, this wiki entry has provided an analysis of the new trends in advertising and media channels for 2014. But, what happens if brands decide not to adapt to the digital advertising? In what ways could the non usage of digital advertising affects to business?

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