Try to think about a place you can go where you don’t see any forms of advertising. Can you think of a place? Nor can we! In our society today advertising is everywhere we go therefore we are exposed to an abundance of advertisements on a daily basis. Due to advancements in technology advertising is changing from “linear” to “non-linear.”
According to an article from Mashable people have a lot of different technology devices and are constantly moving quickly and unpredictable between them. This causes a challenge to advertisers because it’s hard for them to tell a story that is able to unfold in a sequence to the viewers. The “currency” in marketing and communications today is content. Since year-to-year there are so many different forms of technology being created its hard for advertisers to perfect this content model of advertising.
According to Mashable here are 5 key ways advertisers and brands are changing it up:
- Switch to Non-Linear Storytelling
- Restructure Operations Around Content and Sharing
- Rethink the Purchase Funnel
- Facilitate Content Discovery
- Focus on Evergreen Entertainment
The digital world we live in today constantly brings up new challenges for advertisers. Recently, I have been noticing the amount of advertising that appears on the different social media outlets I use. It will be interesting to see in the future what new forms of advertising there will be do to the change from linear to non-linear advertising.