The undeniable strength of advertising has always been adaptation to technology and consumer habits. You have to be where the customers are, and today the destination happens to be the digital world. The one overarching trend has dominated the landscape, and only cementing its status since COVID-19, has been the rise of digital advertising, which has sent ripples of change throughout traditional advertising channels.
The proliferation of digital advertising channels has had a striking impact on how advertisers seek to connect with their target audiences. Advertisements in print, TV, and radio do not have the same reach anymore, whereas digital advertisements are able to reach consumers at various stages along the purchase cycle. Quite naturally this then translates to improved sales conversion, more accurate targeting and driving brand engagement. Fact of the matter is that digital advertising is here to stay and it’s having a direct influence on traditional advertising.
One unexpected outcome from this seismic shift in advertising has been the direct influence of digital advertising sensibilities on traditional advertising. Not a few advertisers are increasingly drawing inspiration from digital styles and techniques to spice up their ads. Not only are they in a better position to hold attention, but they are also creating a more unified and immersive brand experience for consumers.
Perhaps the most visible manifestation of this trend can be seen in the realm of TV ads, which are now actively borrowing references and techniques native to the digital world. Advertisers are not shy in their adopting of similar styles and features commonly found in digital campaigns such as the use of tight editing set to music. These are all techniques that are the standard in social media advertising. This melding of TV and digital aesthetics has blurred the lines between the two.