Advertising: More Than a Career

Large and bright images gather at tall signs and city buses. The beauty of persuasive images is full of magazine positions. When the remote control is pressed, hundreds of commercials will be registered in our mind. We see these pictures everyday, but quit many times to stop thinking about how and who created them. Mr. Mark Twain says that: This developing industry has a responsibility to advertise, convince, and remind us of the many products and services our society possesses. Provided.

After reading over 150 economic works on nearly 10 years of research and advertising themes, I gradually noticed that all the value propositions of advertisements were severely degraded in the digital age. Instead of supporting news gathering, we abandon social contracts to make ads ethical, as more and more advertising costs are spent on the platform. We always have several versions - ads support not only news but also howdy doodies. However, the actual situation has gradually deteriorated, and the rationality of the advertisement has been proved that our share of advertising revenue is getting smaller and smaller. Of course, this platform is practical, but mathematics has changed completely, so the related industries (technology, advertisement, media) have not yet reached an agreement.

The first article in the series you can read here creates a social contract as more and more advertising expenditures are spent on online platforms such as Facebook and Google, rather than supporting news gathering and content. Until a while ago, the advantage of advertising was that media production was thriving.

So far, the United States is the world's largest advertising market. In 2016, advertising in the US exceeded $ 190 billion. This figure is more than double the amount of Chinese advertisement, and China is the world's second largest advertising market. The forecast shows a good estimate of the US advertising market in 2017, as spending on media advertisements is projected to reach $ 270 billion this year. TV has become the largest advertising medium in the past few years in the United States, but in 2017 it is expected to lose market leading figures. Television advertising revenues are expected to grow from $ 73 billion in 2016 to about $ 75 billion in 2017 and $ 82 billion in 2020.

Magna Global said in 2017 that the number of Internet advertising markets exceeded the number of traditional television commercials and reached $ 192 billion. According to Dentsu Aegis, in 2018, the share of Internet advertising in many countries may exceed 50% of the advertising market. However, the process of advertising digital ads is not easy, as advertisers work through digital agencies, do not receive reliable information on spending on advertising budgets and results, and pose fraud. AppLift and Forensiq both revealed that about 34% of mobile ads are suspicious, 22% are obvious fraud. According to the video survey, the fraud loss in 2015 was $ 6.3 billion, compared to $ 7.3 billion in 2016. Juniper Networks Research predicts that the fraud loss will reach $ 44 billion by 2022