Why online advertising is killing creativity
Recently I looked through various ‘greatest Ads of all times’ lists, and one thing struck me. They are largely all TV-led. For example, the biggest global advertising event is arguably the Super Bowl in the USA, where every year agencies try to outdo each other creatively.
These ads hit the headlines worldwide; with a casual Google search, one can bring up a stack of features on Super Bowl advertising.
If you didn’t know any better, based on those articles you’d think that traditional channels, in particular TV, still eat up the lion’s share of brands’ advertising budgets.
But that is not so. For example, if you look at the UK, digital advertising overtook TV advertising spend as far back as 2009. Other markets have been slower to catch up, but according to Zenith, globally, internet advertising spend this year will be worth $205 billion compared to $192 billion for TV. So why aren’t we seeing the same kind of creativity online as we are in traditional media?