I believe that the power of choice will be even more directed. The model we know today will cease to exist to be more personalized. I imagine an advertisement that knows who I really am, what my preferences are, only speaks to me when I really want to buy something specific or am interested in seeing an ad. We will be paid in some way to see ads in all types of media, even in those that do not exist yet.
Today, communication channels interrupt content you are following with an ad. They receive payment from the advertiser to appear in these interruptions and impose that you see the ad, regardless of whether it is interesting for you or relevant to your moment, after all, what works today is mass communication.
How nice it would be to watch any content without ads whenever you want. With OnDemand content, it’s possible. What happens is that, to have this benefit, you need to pay, no longer with your imposed attention but with money. Even so, it’s still possible to be hit with ads within the chosen content.
And what if you could choose when to be interrupted and with only what interests you? Would it make a difference for you? For me, a lot, after all, it’s this connection that I’m creating now with you who have read this far and who has somehow interested you.
I’m not fighting against Advertising and Propaganda; I’m seeing that the world has changed, and people’s behavior too. Many people today choose not to watch television in the current model; open channels and even closed channels are being forgotten. The speed of information is on the accelerator since the internet has become increasingly common in people’s lives, and now it comes in many forms. Your cellphone, for example, is an updated source of everything happening in the world, and when it appears in the media, it’s generally late. We are evaluating the value of human relationships, determining the priority we give to what makes us feel good.
So, what path does advertising need to take now? What should it transform into to not cease to exist or lose the strength it has always had?
In my opinion, we must be open to new possibilities, look at people’s daily lives, understand what makes a difference when communicating to sell. It’s a path of risks but necessary. We can be disappointed or surprised. It all depends on whether we want to continue in the same way and for a short time.
It’s no use trying to create a new model by looking at what happens today because tomorrow everything will be different.
‘Today’s solutions do not solve tomorrow’s problems.’
Thank you for your attention in reading this text. I just hope it makes sense to you. Feel free to comment; after all, this is just one point of view. Whatever yours is, do your part; you can also try to contribute to change.”
Source: LinkedIn
