At Sixty, What’s Next for TV Advertising?

On September 22, 1955, the first TV advertisement ran in Great Britain. A simple, black-and-white production for Gibbs toothpaste, the ad ran for just over a minute. Experts estimate that only 100,000 people even saw it, but in 60 seconds, Gibbs toothpaste changed the face of marketing forever. 

Birth of a Giant

As television sets became more commonplace, marketing companies began investing more in the medium. Television attracted the best minds in advertising and ushered in a golden age of glamorous, clever ads. As technology and research developed, ads became more targeted and effective. TV advertising heavily influenced consumer behavior in the 1950’s and 60’s.

Because the technology was new and exciting, people would watch advertisements with the same interest as they would programs. Although the ads were interruptions, the majority of consumers were happy to sit through them.

The Digital Age

After decades of advertising dominance, TV began losing ground to digital alternatives in the mid 2000’s. The advent of YouTube, smartphones and “new media” dramatically altered the way Americans watch content. Although TV is still widely seen as one of the most effective marketing mediums, companies are increasingly choosing to invest in alternate means of communication.

Today, ad blockers, DVRs and digital services like YouTube mean that consumers no longer need to sit through ads in order to watch programming. Enforced advertising is dead. 

Innovation and Expansion

Broadcast companies continue to see impressive returns from ads that run during premium airtime. Super Bowl ads are as hotly anticipated as the football itself. However, many companies are choosing to branch out. TV is looking for a way to reinvent itself. 

Innovations like Apple TV offer an exciting new direction for advertisers. Digital interactivity is key for brands looking to attract new customers. As TV merges better with social media and mobile users, it should remain a market leader for another 60 years.

Tanner Wadsworth writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter