Have lifelong advertisements died? The question can be much more complex than meets the eye. Ads, as they have been established throughout the 20th century and as we knew them, could be in a process of mutation and one that will lead them to find that new identity that they have to conquer.On the one hand, the traditional media are in a crisis process. Television, the element that functioned as the great engine of the advertising industry in the second half of the 20th century, has entered a time of change. It is no longer the great queen of the media that it had been and it is no longer the great engine that determines how ads should be. TV has no choice but to reinvent itself and rethink how it should continue to reach consumers and how it can remain relevant to advertisers. This also has an impact on formats, styles and content. If before the ads were ‘as they should be on TV’, now that guide no longer makes so much sense.On the other hand, consumers have changed. Their interests, their needs, their concerns, and their preferences have changed.

This not only has an impact Taiwan WhatsApp Number List on how brands and companies have to launch their products and how they should sell them, but also on how they should create their ads and build their messages.For all this, there are those in the industry who consider that advertising, as we have known it until now, no longer makes sense. The market has to adjust to the new rules of the game and needs to start making announcements for the new times.Consumers hate ads”Consumers hate interruptions, and ads are clearly an interruption to a good experience,” Raja Ramanujan, MasterCard’s chief marketing and communications officer , recently explained . Consumers care less and less about ads and are increasingly active in avoiding and positioning against ads.Do not forget not only that they are using more and more ad-blocking systems on the internet, but also using more and more systems that do not use ads.

The boom in platforms such as Netflix is ​​explained by the fact that they allow consumers to access content and do so without advertising breaks in between.The alternative to the usual advertising-therefore, advertisers have to consider what this new model should look like and what they should do to connect with these consumers. Traditional advertising, or so the MasterCard CMO points out, is “dead.” Advertisers have to build other types of messages and do it in a new way. And, for this, they have to pivot from one point to another.What can be the key to new advertising? On the one hand, the basis is in the storytelling. Brands have to be more capable than ever of telling stories and of positioning themselves with them before consumers.

They need to be able to settle down with them.On the other hand, the other key is in the experiences. Experiences are also one of those terms that brands and companies have begun to adore and position everywhere, because it is what consumers seem to be looking for all the time and looking for all the time. They want experiences, which pushes brands to market them. Although doing it is not easy: as Rajamannar points out, it is “easier said than done”.The CMO also introduces another term in the debate, that of ‘storymaking’. You have to give consumers the experience they are looking for, but this should be the starting point for them to create their own stories and share them. From them, they will be able to connect in a much stronger way with the rest of the audience.

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