Advertising is often termed as one thing that stands between the consumer and the definite content they want to consume. This authenticity has not transformed since the day the first newspaper Ad was printed or the pre-rolls and mid-rolls of the digital world was aired or the first television commercial that was displayed. So, here even if we want to focus on engaging consumers through advertising, remember it is still an AD. Now, if consumers unexpectedly have a choice to avoid the disruption and get to their preferred content, why won’t they? All it will cost is a small charge! Due to the availability of tons of content without any interruption, the content creators and consumers are indeed very happy.
But a major question that arises – Is it the death of advertising? Don’t worry, that’s too far; the best days for advertising are here!
We live in an era, where stories have a lot of value and content is in demand. So, brands can recite the stories and proliferate what they stand for, their value and belief systems. In the end, they give the actual and very precise content to the consumers that they want to consume.
Consider the words Value and Values as mentioned above. Each and every brand has a set of core values. These values are outlined in numerous methods to connect with a consumer’s personal value, which is done by the content that has been generated for publicizing those key values. A great example of this would be ‘Asian Paints’ that has a tagline which says, “Home is where the heart is”. All its commercials portray captivating stories, which have a strong connection with what the brand stands for when you think of home.
Now, do you realize that in the above instance, the word advertising is evidently missing? That is because in the Video On Demand era, modern advertising is all about brands employing a publisher’s mindset. The purveyors and creators of great content are completely keeping the brand at the soul of it. The best part about advertisers is that their canvas is wide open to create masterful stories.
So who says that advertising is dead? It has just hit the sweet spot!