Innovative 21st Century Advertising

July 3, 2012 by  Filed under: Advertising 

In a world where advertising plays such a key role, and where some of the most creative minds are employed in the advertising industry, innovation is to be expected on a regular basis. It’s an ever-changing arena in which freshness is key.

Print, radio and television advertising are now joined by new media advertising. And even ads in their most traditional forms have become more adventurous and controversial in their content.

Let’s take a look at some of the new forms of, and new territories explored by advertising in the 21st century.

Quick Response Codes

Quick Response or QR Codes are a type of barcode that have gained popularity thanks to their fast readability and ability to store much more content than traditional barcodes.

Smart phone users can download aps that allow phones to scan the codes, which is great news for the advertising industry.

It didn’t take long for the creative minds to embrace the technology, scattering lone QR codes throughout cities, or adding them to posters or even TV ads. What’s great about the codes is the inevitable element of intrigue as the person who scans the code has no idea what he or she will come across.

The simplest codes direct people to shop websites or sales pages, while others will have dedicated landing pages with information specifically targeted at code scanners. This could be a special offer, directions to the nearest store, or a challenge or competition of some sort.

Social Network Advertising

Social networks can even be used for free advertising. This is a controversial method that is fast gaining ground.

The UK recently saw its first ad ban on Twitter when Wayne Rooney tweeted about Nike’s new campaign. The Advertising Standards Authority received complaints, and ruled that future ads must be marked more clearly as advertising, suggesting the hashtag #ad be employed.

Facebook can be used to develop a sound base of followers, who can be targeted with various campaigns and competitions.

Social media advertising is one of the most exciting and sneaky new forms of advertising.

Paid Search

The world’s major search engines need to generate an income somehow. One way of doing this is by offering paid search results or pay per click (PPC) advertising.

Systems such as Google AdWords run as auction-based campaigns, in which interested parties bid on keywords they believe will bring them the best bang for buck. Once the keywords are secured, advertisers then present their ads within search engine results pages. These differ from natural or organic results by always being presented at the top of the page, and usually being in a different colour.

PPC ads can also take the form of visuals with just a few lines of text that appear on websites you come across while browsing. These ads will take into accordance what you have been searching for so as to present what is thought to be most interesting and relevant to you personally.

PPC is a way for website owners to make extra money. Many bloggers generate an income in this way. For advertisers it’s handy as you only pay when someone clicks through to your site, hence the name.

Harvey McEwan writes to offer information on a variety of areas, from PPC advertising in the 21st century to festival fashion tips. View Harvey’s other articles to find out more.

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