Why Advertisers are Returning to Traditional Advertising
Traditional advertising has become a massive challenge in the digital age and is no longer as effective as it was in the past. This is because many people today spend most of their time on smartphones, and traditional advertisements cannot reach them. On top of this, many people also spend their time searching for information online rather than watching television advertisements. Advertisers are trying different methods to reach consumers.
However, a new form of advertisement is catching on, which seems to be working. This is called short-form advertising, and it consists of advertisements that are no more than 4-5 seconds in length. These ads appear immediately after a user has searched for an item on the internet or visited a website searching for information or purchase. They then appear as a notification when a user surfs the internet on his smartphone.
Jonathan Osler San Francisco states that in times of overload, short-form marketing benefits the advertisers to get their products noticed by consumers.
As for the producers of this type of advertising, most companies prefer to use small companies since they can spend less money on the production cost. Small companies are also generally more flexible regarding what kind of advertisements they can put on their advertisements. This is unlike large companies with a particular image they want to uphold and brand themselves.
According to him, there are currently over 45 million websites worldwide, and about 30% of them have at least one advertisement on their homepage for a mobile phone or computer. There were also 40 billion search engine queries in 2012, and many still spend most of their time online. These figures show that short-form marketing is getting more popular as there is an increase in the number of people who use it.
In 2010, ShortFormMedia.com produced a list of the top 250 short-form video advertisements of the year and updated it annually afterward. The list proves that short-form marketing is indeed becoming popular as there are currently over 30 companies, including Apple, Ford, and Nike, who have appeared on this list.
According to educator Jonathan Osler San Francisco, one of the reasons that short-form marketing is becoming popular and is growing in numbers is that many people prefer to search for information by themselves rather than relying on their friends or family. If a friend tells them about a product and makes it sound attractive to them, watching an advertisement with a potential buyer can attract them to make a purchase. However, if someone comes across the same information on their phone or computer, it is unlikely they will take action. Many advertisers are turning to short-form advertising to reach out to potential consumers.
Another reason for the increase in short-form marketing is a significant change in how people work and communicate with others. Jonathan Osler San Francisco, explains that the increasing number of smartphones makes it very easy for people to communicate with each other through social media such as Facebook, Twitter, and Instagram. This has led to people being more likely to share and like the content on these platforms.