Traditional forms of advertising are dramatically changing to keep pace with the growth of digital technologies.
Boutique agencies on the Westside of LA, for example, “are pushing big-brand clients beyond the familiar confines of radio, television, magazines and newspapers and onto the Internet, smartphones, game consoles and tablets,” reports the Los Angeles Times.
With the advent of DVRs and cord-cutting, advertisers are turning to new Internet strategies involving Web video and social media tools including Facebook, Twitter and Pinterest. The article cites Westside firms such as Blitz, Ignited and Omelet as leaders in this movement.
“Ten years ago, companies spent an estimated $6 billion advertising their products and services online, according to eMarketer. This year, that number is expected to reach $39.5 billion,” notes the article. “Within five years, it could top $60 billion.”
And competition for attracting consumers is fierce. It’s worth noting that six decades ago, the average consumer was exposed to approximately 100 brand impressions daily.
“Today, the average person sees between 1,500 and 2,000 brand impressions a day: company logos, commercials and billboards,” explains Eric Johnson, founder and president of El Segundo-based Ignited.
Online video is becoming an important component of creating a digital presence for brands. “Ten years ago, advertisers spent $48 million creating online videos, according to eMarketer. By 2009, the expenditure had swelled to $1 billion and is expected to top $3 billion this year,” explains the article.
“These worlds are slamming together faster than anyone realized that they would and the shift is undeniable,” notes Ryan Fey, Omelet co-founder. “But convergence is done. Brands are online, they are in mobile. Now it’s all how you develop technology and apply it.”
Traditional forms of advertising are dramatically changing to keep pace with the growth of digital technologies.
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