In the world before the Internet, one way media dominated. In this world, brands used advertising to address and influence target consumers ‘efficiently’ – ‘reach’ became the magic word and with it CPM (cost per thousand views of the ad) became the benchmark to calculate the relative cost of the campaign. A dialogue with the consumer was not on the agenda!

Since the 60ies, one way media channels exploded and they effectively developed two revenue models:They sold content to their audience and they ‘sold’ their audience to the advertising industry. Hence the amount of advertising exploded as well. The following 2 examples illustrate this point perfectly:

In 1965 it was possible to ‘reach’ 80% of the 18-49 year age group with 3 60-second Television commercials. In 2002 a brand needed 112 Television commercials to reach the same target.

In 2006 the average US consumer was exposed to approximately 5.000 advertising messages per day. Assuming a 16-hour day, that means 1 ad every 11,6 seconds

It is not surprising that consumers are increasingly annoyed with the omnipresent, impersonal brand monologue in one way media accompanied by an increasing loss of trust and a decline in quality caused by rapidly increasing demand.

Is advertising doomed to die? I personally don’t think so and will share my views in the upcoming posts.

What do you think?

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Überraschende Fakten intelligent interpretiert – lohnt sich und regt zum Nachdenken an!