Lesson 2, Topic 1
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The Recent History of Advertising

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Since the early days, advertising has been a one to many model. Even through the ’90s, the majority of advertising spend was on print, TV, and radio. Great mediums, but all considered mass media vehicles: reach as many people as you can with one message. Hence the term Reach. And Scale.

Some downsides of reach and scale are the lack of personalization and relevance; the waste of spend hitting people who have little or no interest in the message; and the inability to measure effectiveness.

If brands could, they would love to engage consumers individually, with personal and relevant messages. And of course, avoid those outside their target audience. Digital advertising offered a more 1:1 option for advertising. Not truly 1:1, but much closer than traditional mass marketing.

Peppers & Rodgers wrote the book, literally, on One to One Marketing (’93) and it took the world by storm. It probably took another ten years of tech and adoption before brands really became practitioners of One to One. As amazing as the strategy is, One to One has its downsides as well. First of all, personalization and relevance are forms of customization. Customization means time and money. Digital marketing also offers accountability. Which… many agencies at the time were not quite so interested in. Mass media branding had ‘worked’ for years – and there was little data and evidence to argue it either way. Change can be uncomfortable – and to this day Mass Media captures most of the advertising dollar, even with minimal ROI and ROAS (return on ad spend). Since the early 2000s, Digital and Traditional media have fought over ad budgets, with both sides touting their strengths. For 20 years it’s either been one or the other, or a fragmented combination of both – without either side being integrated or aligned for optimal effectiveness.

Fast forward to today, and…Five Tier. Five Tier’s Connect platform is actually at the convergence of mass media branding, with it’s reach, scale and use of ‘traditional’ media — and the sophistication and accountability of One to One digital media.

Five Tier allows brands to, literally, do both. TV and radio have digitized (CTV, OTT, Digital Audio) and Five Tier connects to all digital screens. Combine that technology with the ability to target only those consumers with the highest propensity to buy from a brand — and you have magic. Sophisticated targeting at scale, while reaching people where they are, when it’s most ideal to engage with them. Then tracking those engagements and reporting against them.

The future of marketing is here.