When most people think of advertising, they think of billboards, television commercials, and print ads. However, paid advertising encompasses much more than that. In today’s digital world, paid advertising includes online ads, social media ads, and even in-app ads. The methods may have changed, but the goal of paid advertising still the same: to reach potential customers and persuade them to buy a product or service.
Given the statistics, paid advertising is definitely a game changer in the business industry and to vouch for the glory, in this article, we’ll take a comprehensive look at the history of paid advertising, how it has changed over the years, and what trends can be expected in the future.
The past is perhaps unimportant since it has been so long ago. However, a little understanding of where the industry started can help put into perspective just how much it has changed.
The Egyptian History of Advertising
Throughout the ages, the practice of advertising has been a ubiquitous and enduring one, tracing its roots back to the earliest civilizations of humanity. Indeed, the very first documented example of an advertisement was discovered on an ancient tombstone in Egypt, which bore inscriptions extolling the virtues of a novel brew of beer that was then being offered to the public.
This advertisement, dating back to a time long forgotten by modern society, serves as a powerful testament to the enduring power and potency of advertising as a means of shaping public opinion and driving consumer behavior.
In Ancient Greece, Aristotle’s student, Theophrastus, wrote a treatise on rhetoric that included advice on how to effectively use persuasive language to sell products.
More so, Paid advertising has been around for centuries in one form or another. The first recorded use of paid advertising was in Egypt around 2000 BCE. Papyrus posters were used to advertise goods and services. This type of advertising was also used in ancient Greece and Rome.
But how far would today’s generation go with such advertising techniques? We would not stand for subliminal messaging or product placement!
17th Century: A Classic Invention
The narrative of advertising’s evolution into modernity took a paradigmatic shift during the 17th century when newspapers emerged on the scene. The year 1609 marked the publication of the first newspaper in London, and subsequently, the mid-1700s witnessed newspapers’ proliferation across Europe and America. Swiftly gaining momentum, advertising emerged as a ubiquitous tool for businesses seeking to extend their reach to a broad audience.
18th Century: Coping with Competition
The 18th century, a period of epochal change for the advertising industry, marked a seismic shift with the onset of the Industrial Revolution. As mass production skyrocketed, businesses cropped up at a prodigious rate, each striving for prominence in a crowded market. To set themselves apart from the competition, companies began adopting more imaginative and innovative advertising techniques. Employing strategies such as wit, chromaticity, and even celebrity endorsements, businesses sought to create a distinct and memorable brand identity.
During the 18th century, paid advertising predominantly took the form of newspaper advertisements. In this era, businesses purchased space within the publication to showcase their ads, often retaining the services of copywriters to craft compelling copy. This marked the nascent stage when paid advertising first started resembling its present-day incarnation.
19th Century: The Birth of Mass-marketing
The 19th century bore witness to the ascendancy of mass-market advertising, facilitated by the advent of printing and transportation technologies. These innovations enabled businesses to penetrate a broader audience than ever before, ushering in a new era of advertising. A notable exemplar of mass-market advertising was the “Greatest Show on Earth” circus, which traversed America and Europe, peddling its wares to the masses.
Towards the end of the 19th century, a novel form of advertising came into being: outdoor advertising. This was made possible by the invention of electric lighting, allowing billboards and signs to radiate their luminosity even during the night. Rapidly gaining traction, outdoor advertising swiftly became a popular tool that continues to be employed today.
20th Century: Growth In Outdoor Advertising
The advent of radio and television in the early 20th century signified a critical juncture in the evolution of paid advertising. These technological marvels rapidly supplanted other mediums as the most popular channels for disseminating advertisements. Businesses capitalized on this burgeoning trend to broadcast their messages to a national audience, resulting in an unprecedented surge in investment towards commercial production.
21st Century: The Digital Era
In the digital age, the advertising industry has undergone a colossal metamorphosis, with the surge of online advertising serving as one of the most salient transformations. Compared to traditional advertising, online advertising is more affordable and efficient, bolstered by the capacity for targeted marketing, allowing businesses to customize their ads to reach specific audiences.
In the present day, the paid advertising landscape has become increasingly diverse, teeming with a plethora of options from which businesses can choose. From online ads to social media ads to in-app ads, the wealth of options can make determining the optimal approach a herculean task.
Adding to the diversity of options, social media advertising has experienced a meteoric rise, allowing businesses to display their ads on platforms such as Facebook, Instagram, and Snapchat. This type of advertising is strikingly effective, thanks to its pinpoint accuracy, ensuring that businesses can reach the most precise audience possible.
As evidenced by the aforementioned developments, paid advertising has undergone a remarkable transformation since its inception in ancient Egypt. It has adapted to meet the requirements of both businesses and consumers and has demonstrated no signs of stagnation.
Today the digital era may transform advertising even further with the rapid growth of Virtual Reality. Advertisers have already started to experiment with the technology and it is only likely to take over the world in the coming ages.
So what does the future hold for paid advertising?
The Future of Paid Advertising
What does the future hold for paid advertising? The pressing question has no definitive answer but we can analyze the current trends to get an idea.
Mobile advertising will boom
One that is already underway is the move toward mobile advertising. As more and more people use smartphones and tablets, businesses are increasingly focused on reaching them through these devices.
Video advertising will prevail
The advent of video advertising will indubitably reign supreme in the advertising industry, thanks to its potent ability to capture attention and deliver messages with a heightened impact. Already proliferating in the digital space and television, the use of video advertising is expected to become even more ubiquitous. Social media behemoths like YouTube and Instagram have facilitated an expansive outreach to businesses at little cost.
Digital marketing will continue to grow
In recent years, digital marketing has revolutionized the advertising industry. The superiority of digital marketing in terms of efficacy and efficiency compared to traditional methods is indisputable. The realm of digital marketing is poised to grow even further, leading to an increase in businesses’ investments in online ads, social media ads, and a plethora of other digital marketing strategies.
Artificial intelligence will play a role in advertising
The era of advertising will undoubtedly witness the emergence of artificial intelligence, as some businesses have already commenced using AI to fabricate highly targeted ads. By scrutinizing data and recognizing patterns and trends, AI creates ads with an unparalleled level of personalization.
This novel approach to advertising is highly effective, enabling businesses to reach their desired audience with pinpoint accuracy. As we traverse further into the future, we can anticipate a plethora of businesses employing AI to craft highly targeted ads.
Paid advertising will become more creative
With the ever-growing competitiveness of paid advertising, businesses will be forced to devise increasingly creative strategies to differentiate themselves. Storytelling and emotive ads are amongst the most imaginative methods to captivate and enrapture an audience, and we can expect to see more businesses utilizing these tactics to snatch attention and distinguish themselves from the throngs of competitors.
Paid advertising will become more transparent
The advent of digital marketing has disrupted the world of paid advertising, rendering it more transparent than ever before. The precise cost of ads and the ability to meticulously track campaigns have provided businesses with an unprecedented level of transparency, a trend which is anticipated to continue in the future. Businesses have become increasingly demanding of accountability for their advertising expenditures, hence data-based approaches will remain pivotal in measuring campaign success and optimizing ad spending.
Transformed personalization features
Moreover, the evolution of paid advertising will entail heightened personalization features. As businesses amass data on demographics, interests, and locations, they can tailor ads to be more effective, maximizing their reach and impact.
The future of paid advertising is thrilling, and businesses must endeavor to remain ahead of the curve to maintain their competitiveness. By keeping abreast of the latest trends and developments, businesses can ensure they employ the most effective strategies to reach their intended audiences.
Indeed, paid advertising is an ever-changing sphere, and it is crucial to remain informed of the latest trends and developments to make the most of advertising budgets and reach target audiences with finesse.
Tips to stay updated with the latest trends
Maximizing awareness of contemporary industry developments and news is imperative for the savvy business owner who aspires to be ahead of the curve and employ the most efficacious methods to reach their target audience.
It is suggested that one should consider reading industry publications, which would enable one to stay abreast of cutting-edge information and gain a competitive edge.
In addition to reading industry publications, attending conferences and events could be an excellent way to connect with other businesses, enabling one to absorb and assimilate the latest trends in paid advertising. This would offer the opportunity to form networks and acquire novel insights.
Another way to remain informed of the latest developments is to monitor the actions and strategies of competitors. A keen sense of competition will help one to stay ahead of the game and anticipate the newest trends.
Furthermore, hiring a digital marketing agency may be a wise investment for those seeking to maintain relevance in the ever-evolving field of paid advertising. A dependable agency will guarantee that the client stays up-to-date with the most recent industry developments and provide guidance in developing a successful paid advertising strategy.
The future of paid advertising is one that is rife with excitement, and it behooves all businesses to remain attuned to the ever-evolving landscape to remain competitive. Only through a thorough understanding of the latest trends and developments can businesses ensure that they are leveraging the most efficacious methods to reach their intended target audiences.
If you find yourself struggling to keep up with the pace of these changes, fear not, for the subject matter experts at 12 Channels stand ready to assist you with all your paid advertising needs. Whether you are seeking to commence a new campaign or seeking guidance in optimizing an existing one, our team of dedicated professionals will guide you every step of the way. So why delay? Visit our website or contact us today to begin your journey towards paid advertising success!