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Advertising Design is Dead

A revolution is taking place in the advertising industry, specially online advertising. In the last years, hundreds of thousands of micro and small companies have started to advertise online through pay per click programs. This article focus on how this will change the advertising design industry.

Author: Francesc Llobet

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Traditional advertising design, of course. I have written several times about the revolution that is taking place in the advertising industry, specially online advertising. In the last years, hundreds of thousands of micro and small companies have started to advertise online through contextual advertising or pay per click programs like Google Adwords, Yahoo! or Microsoft AdCenter.

And they will be millions of professionals and small companies in the years to come. You can find their advertisements in the search results of these different search engines and in millions of websites or blogs that have found a revenue stream or a way to pay web hosting through affiliating to these advertise networks.

Internet advertising has found a completely new industry configuration, were traditional industry players don't play the main role anymore. Big advertisers, big publishers, big agencies and big media planning companies are loosing their control over this market. The main players of this new market are micro and small advertisers, micro and small advertising supports and the companies that supply with the technological platform for creating a market among them. We could say that everybody wins with this new configuration (except traditional players, of course) and that the market is more perfect, transparent and distributes the value in a fairly manner than before. I will analyze this revolution in more depth in the future, but for now I would say that this industry sector is already working on 21st century parameters.

However, other related markets have not made this revolution yet. Advertising design is one of them.

As stated, hundreds of thousands of advertisers around the world, small and big, are already used to planning and controlling their advertising campaigns in "self-managed" form and with a total immediateness (creating a campaign and have it online takes less than ten minutes) through systems like Google Adwords, Yahoo or Microsoft.

However, up to know now all this process has focused on text advertisements, since the elaboration of advertising creativities (gif, flash, advergames, videos, etc) is still being driven in the traditional way. Management of online campaigns has become simple and efficient, but the process of making and distributing creative pieces for that campaigns remains slow, inefficient and expensive.

For having i.e. an image ad to upload to her online campaigns, an advertiser still has to find and hire a professional designer or a creative agency, define a briefing for the communication approach with them, wait for their creative proposals, choose among them and finally tune the details. It is a slow process, expensive, with little variety of choice and inaccessible to the major part of micro and small companies that have started to advertise online. It is too expensive for them and they are not used to this process. It is a traditional process for the traditional advertisers: medium to large companies. But these will not be the big part of the business anymore. Additionally, it does not have the immediateness (tests can not be made and act immediately according to the results), the main advantage of Internet for marketers and advertisers.

Advertising design, as we know it, is becoming totally obsolete and there are starting to appear innovative business models in this industry that will change it radically. In further posts I will analyze some of them.

About Author

Francesc Llobet is a business consultant specialized in business innovation. He writes his thougths at InnovationThink ( http://www.innovationthink.com ). He is also the Founder and CEO of Sappiens, The Knowledge Community(www.sappiens.net) and Founder of CEO of AdverStore.com, Advertising for everyOne! ( http://www.adverstore.com ).

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Advertising Design is Dead