Advertising isn’t dead, it’s just less effective.
Published July 21st, 2006 in GeneralI’ve talked about this before, but I really hate the way people keep saying that advertising is dead and that companies should dump their current advertising strategies and turn to YouTube et al.
The truth is that advertising is less effective. The reason for this is because there is so much of it. Basically with so many messages out there our minds aren’t able to digest them all. I find it funny because as much as I’d like to believe people that say we’re just tuning advertisements out of our minds, the truth is that our brains just don’t have enough capacity to deal with them all and have reached saturation point.
The net result of this is that really good advertising stands out, but everything else fades into the background. That’s why viral efforts on the likes of YouTube are so effective, there’s less clutter so messages get through easier.
I fit the category of a consumer who is more likely to skip advertisements, but I’m first to hold my hand up and appreciate a good ad when I see one. I wish a few more people would admit to this guilty pleasure.
Technorati Tags: Advertising, Piaras Kelly
3 Responses to “Advertising isn’t dead, it’s just less effective.”
- 1 Pingback on Aug 2nd, 2006 at 8:21 pm
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I absolutely agree with last paragraph. I hate traditional ads, but outsanding ones are like a poetry. We have few really smart agencies in Poland. I will share their ideas with you on my blog. Have a look at the first one - great example of viral/whisper marketing
I agree Piaras.
Advertising is not dead. In fact it is far from dead.
People who claim “that companies should dump their current advertising strategies and turn to YouTube et al,” are only looking at one or two industries. There are many industries where such strategies would simply not work because their target audience is not tech savvy and do not visit sites like YouTube.
It concerns me that there are professionals out there who think that simply sticking a video on YouTube will generate leads and claim advertising is dead because of the Web 2.0 movement. Maybe it isn’t advertising that is dying, maybe it’s just good marketing know-how that’s fading…