In the past, I was on a podcast where we were talking advertising our WordPress services. It was an invigorating discussion between Roy Sivan, Bridget Willard, Shayda Torabi and me.
On that podcast, I ended one of my thoughts with the comment that traditional advertising is dying. My friend Bridget politely disagreed and she brought some good points to light. I didn’t have a chance to revisit it, but realized that I also needed to clarify what I really meant. You know, you have limited time with several guests and you don’t want to take a subject too deep and suck up all the time.
Let Me Clarify What I Meant by the Death of Traditional Advertising
When I say traditional, I don’t mean something as simple as ads. I mean the process and the expectations. I think that both Bridget, who talked a bit about it during the conversation, and myself, who didn’t clarify, knew that advertising wasn’t dead. It was changing. And how you lead up to running ads is a whole new ball of wax.
What I meant is that just putting together an ad campaign, studying your demographics and then pushing it out repetitively is dying. As Bridget pointed out, yes, stories need to build up the trust and interest in campaigns. But there are also other ways to do it.
Big companies have the budget to test the heck out of their advertising efforts. The small WordPress agency or individual likely doesn’t and has to be more careful. It’s just common sense.
What I Wish I Had Had the Time to Share
But let’s go a step further.
I was chatting about podcasts and sponsors with another colleague a while back. We both agree that as listeners, we either skip through the ad rolls or tune them out. Being a podcaster myself, that is still the reality.
The conversation moved to online advertising in general. Display ads, pop-ups and how we now have the technology that allows us to install ad blockers and turn off pop-ups. Now I understand they don’t do it for inline ads within your content, but still…
We talked about how long will it be before someone comes up with something that will remove or block out ad rolls on podcasts. We know technology is always changing, so who knows?
I don’t know about you, but I often hide ads in Facebook, even though I need to make a special effort.
We all are getting sick of the ads.
Sure, getting more creative, adding some humor and telling stories are good advertising strategies. But you are still competing with millions of other ads in the sea of volatile social.
The bottom line? We will continue to see ads and they will morph as technology and audience behavior changes. It’s one of the necessary evils.
Yes, traditional advertising is in some ways dying as new ideas of how to deliver those ads emerge.