Lean back

Within the realm of traditional media, advertisers have always had a pretty good idea as to when and where they should reach their specific target audience. Coors, Axe, and Ford truck commercials are deemed appropriate for Spike TV because of the channel’s demographic of viewers. But what if there is a miscommunication between advertisers and their demographics’ interests…or values? With the advent of internet advertising, many shadows of doubt (as to whether a placed ad was indeed relevant to the consumers’ interests) have been illuminated.

On the internet, advertising has become very specified to cater to a users’ interests and internet searches. Some call it ‘lean in’ advertising, since users seek out certain topics on the internet and the corresponding ads that reach the user are (typically) of relevance to their desired content. Whether we’re talking Google Adwords, Facebook banner ads, or youtube sponsored links, advertisements can be found where people are looking.

Both the vastness of internet content and the specificity of its niche-markets makes the medium enticing and effective for ads. But what about TV? It seems as though the internet is making TV advertising somewhat obsolete because of the web’s pin-point precision in reaching the target audience through its lean-in nature. Is TV advertising dead?

Absolutely not. Here’s why.

People have been saying that newspapers are dead for the past 100 years. As the grandfather of all media, the newspaper has been through a lot, and isn’t likely to completely disappear any time soon. When radio first came out, everyone though that it would surely kill the newspaper. When magazines came out, everyone thought that the newspaper would be black and white and dead all over. When TV came out, everyone viewed them as a cat that had already lost its previous 8 lives. And when the internet came out, everyone went ballistic once more. It would be ignorant to exclude the fact that newspaper sales have indeed been plummeting (especially since the internet became popular), yet the medium still remains and is still read by millions.

Now back to TV.

Like newspapers, this medium is not likely to die out any time soon. It may be given a makeover (with the onset of google TV). But it’s not going anywhere. Though advertising methods may become more obsolete in places other than the internet (and let us not forget that advertising within media translates to survival for a given medium), history tells us that advertisers are not going to lose interest entirely.


About defever

Con-mercialism. Money allows it to happen. Money given to penguin-dressed businesspeople choked so tightly by their neck ties that their brains can focus on nothing more than profit margins and sunday tee time with their gin-breathed client. Creative minds and strategic advertising act as the Batman and Robin to combat the droning and ubiquitous presence of corporate invasion on consumers' media. I am honored to serve on the heroic force that is taking away from the bullying, tormenting, killing you slowly inside form of advertising. This is a blog of my work, my opinions, and my ideas on the world of advertising. I'm not trying to change the game of advertising--I'm trying to change the sport.
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