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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising | 7/10 | https://en.wikipedia.org/wiki/Advertising | reference | science, encyclopedia | 2026-05-05T15:17:24.147481+00:00 | kb-cron |
=== New media === Advanced advertising is data-driven advertising, using large quantities of data and precise targeting and measurement tools. Advanced advertising makes it easier for companies who sell ad space to attribute customer purchases to the ads they display or broadcast. Increasingly, new media approaches are overtaking "traditional" media such as television, radio and newspaper as people shift to using the internet for activities such as reading, watching or listening to the news. Online advertising began with unsolicited bulk e-mail advertising known as "e-mail spam". Spam has been a problem for e-mail users since 1978. As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994. Internet advertising allows companies to target specific audiences, which can improve return on investment. The rise of the internet resulted in people using search engines to find websites and the emergence of search engine advertising, as companies sought to advertise to consumers online. Google was founded in 1998 and by the early 2000's had become the most widely used search engine. In 2000 Google launched AdWords, which allowed advertisers to bid, in order for their adverts to appear in paid search results. Their auction bidding system used factors such as click-through rate and relevance, with advertisers using high quality ads rewarded with better ad placements and lower costs per click (CPC). In online display advertising, display ads can generate awareness quickly. Whereas search requires someone to be aware of a need, display advertising can drive awareness of something new, without previous knowledge. Display can work well for direct response. Online display advertising is not only used for generating awareness, it can also be used for direct response campaigns. Mobile phones became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland, mobile advertising followed, first launched in Finland in 2000. In 2007, the value of mobile advertising was expected to be $3 billion, with most of this generated via mobile search and video. By 2025 this had increased to an estimated market size of $262 billion. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. One feature driving mobile ads is the 2D barcode (QR code) which replaces the need to type web addresses, and uses the camera in mobile phones to access web content. 83 percent of Japanese mobile phone users are active users of 2D barcodes. Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. An advertising method has emerged called "ARvertising", which uses augmented reality technology. The emerging technology of drone displays has been used for advertising purposes. The internet has also had a significant impact on how people watch TV, with many people now choosing to stream TV content at a time that is convenient to them. This is particularly true of people in younger age groups, with 50% of streaming viewers being aged 35 or less. In the UK, less than half of 16-24 year olds were watching traditional TV in an average week, in 2023-2024. As a result, companies are increasingly using connected TV (CTV) to advertise, with this being one of the growing media channels. In 2024, it was suggested that ad spend in this class of media was increasing by almost 20% each year, with this type of advertising offering increased targeting opportunities, to improve effectiveness. The emergence of social networking sites such as Facebook, Instagram, Twitter/X and TikTok has led to companies increasingly using social media for advertising. In 2024, global social media advertising spend was expected to be $247 billion, a 14.3% year on year increase. In 2025, Alphabet, Meta and Amazon controlled more than 50% of all advertising spend (globally, excluding China). These technology companies are able to invest heavily in AI optimisation and creative automation which can improve advertising campaign effectiveness and they all have a first-party data infrastructure.
=== Crowdsourcing ===
The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by people, as opposed to an advertising agency or the company themselves, often resulting from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the "Crash the Super Bowl" contest, allowing people to create their own Doritos commercials. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about". Another example of companies using crowdsourcing successfully is the beverage company Jones Soda that encourages consumers to participate in the label design themselves. This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourcing remains controversial, as the long-term impact on the advertising industry is still unclear.
=== Globalization ===