• Angeline Ng

EVOLUTION OF ADVERTISING

Advertisements have evolved from dissemination of information, to propagation, to communication and now, personalisation. However, more and more people began to shun advertisements in general. According to HubSpot Research, 91% of respondents say that ads are much more intrusive than years ago, as a result of targeted ads. It is only in a matter of time before ad targeting gets obsolete, and does not translate to conversions.


Now, instead of shoving ads into people’s faces. We can get people to find the ads instead. Now, instead of making people click away ads, there is a way to get people to be interested. Now, ads can escape from their bad reputation.


Now, there is V-MORE AdTech. The platform where ads do not appear at unwanted places. Instead, the platform allows their users to get people to watch the ads of their interest. The fundamental difference between opening a social app on your phone and an e-commerce app is that on one, you are there to socialise and check in to see what your friends are up to and the other, is to spend money.


So what are the odds of getting a customer to spend money with your business if you’re an advertiser if their intention is to socialise from the very beginning? It is the platform that bridges people from offline to online (O2O). This is what V-MORE is aiming to achieve- no more annoying pop-ups while browsing your social media platforms. This marks the future of what could possibly be, the future of advertising.


Let us take a step back into history.


How It All Started - Print Advertising


Print media has been around, in the form of stone tablets, since pre 2000 BC in ancient Egypt.


Fast forward to 1609, ads entered the print media world on the British newspaper for migration to the US. A century later, Colonial America quickly adopted this into their first newspaper - The Boston Newsletter. Print advertising took on other forms soon after via billboards and direct mail.


The first advertisement on The Boston Newsletter


Golden Age of Advertising - Invention Of Radio And Television


The advent of broadcast media came with the invention of radio and television.


Back in those days, radios and television are the only source of finding out what’s going on. Without them, it makes one obtuse to the world.


Guglielmo Marconi, intrigued by the idea, first commercialised it by equipping ships with the ‘wireless telegraph’. This later became known as the radio in the 1880s. In 1920, the first licensed radio broadcast began in America through KDKA, under the Westinghouse Company. The company advertised and made radios accessible to the public. Advertising for the first came through radio waves from the host, H.M. Blackwell whose 10-minute pitch on the Hawthorne Court Apartment marked the beginning of broadcast advertisements.


Guglielmo Marconi using the wireless telegraph in 1902


Radio was often used as the primary mode of news transmission and entertainment in the war period and for the most part after. Not too long till another invention came to the attention of the public came in 1941.


The first advertisement that hit the black and white screens was by Bulova Watch Company. Economy began prospering. Wallets of every American became larger and tv became an essential in every household.


Bulova, first advertisement that came to TV


From catchy jingles to satire in slogans, the era of creative ideas and well-known personas began kicking in. From the 1960s to the 1980s, this was known as the “Golden Age of Advertising”. Many developments of advertising today were credited to the predecessors that thread new grounds then.


Advertisements were product-centric. Branding-centric. It was mostly about “selling” and less communicating.


Advent of Digital Advertising


Do you recall the times when opening up your browser unlocked your world to a slew of undesired banner ads? The term “digital advertising” did not have a glamorous start. Banner ads are all over the web as users avoid clicking them.


Computers began to be a necessity and the internet browser with it. The first of browsers - Prodigy and America Online would soon usher in the first banner ad from AT&T in 1994. HotWired collaborated with AT&T to sell their web page space for a whopping $30,000.


A sample of an AT&T banner ad. You might


Back then, click through rates went up as high as 44%.


Seeing that it was an effective advertising move, many brands started invading the internet. Yahoo, first took this to their advantage by transforming their web directory to a commercial business - a move Google later hinged from.


However, these ads became a hindrance to the eyes of the viewers and its effectiveness plummeted through the years as fraud kept creeping in.


Not until, the digital took a new direction.


Smartphone and social media


The birth of the smartphone in 2006 by Apple, marked a new era of how we would all communicate with one another. This includes how advertisements are targeted.


Smartphones brought the computer to everyone’s hands while on-the-move. What was traversed through the internet can now be intruded into everyone’s time and space even more. Except that, now the audience is much more aversive towards the flooding in of banner and pop-up ads. In response, brands took targeting as the method to keep eyeballs looking.


How would that be possible?


With social media, of course.


Facebook became the first social media platform that blew up across the world. In 2008, ads started popping up on Facebook as its popularity gained traction. Social media advertising became, not only a trend, but a must-have. The staple for every advertising company to grab hold of.


At the forefront of ad targeting was Facebook. Though embroiled in controversies, the strategy enabled Zuckerberg to gain a massive $7 billion globally in 2013.


Ads appearing on Facebook App page


Brands began pouring their dollars into Facebook as none other platform at that point grabs personal data and consumer behaviour data as much as Facebook does.


Moreover, social media platforms gave rise to opinion leaders with niche following, known as influencers. In the past where brands sought after celebrities, has now been replaced by influencers. Advertisers are now interested in what their consumers are interested in.


However, it is only in a matter of time, that people start to discern which ads are genuine with their interest on their consumers and which are not.


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