Digital advertising has come a long way since the first banner ad was seen back in 1994. If you were too young to have either seen this or remember this, here’s the first banner ad ever made.
Mike Hanlon discusses the evolution of digital advertising in the twenty years of its existence in this piece form Gizmag and also discusses possibilities about the future.
For something that did not even exist twenty years ago, digital advertising has sure come a long way:
- 1994: Web advertising is born
- 2004: Total advertising spend on digital remains at less than 5%
- 2014: Digital ad share is at 25% and is projected to grow to 33% by 2018
There was no better way to follow the 2012 London Olympics, than on the Internet. Not only could you watch any of the disciplines live on Youtube at anytime (if you were in one of 64 countries anyway), finding virtually any piece of information you needed was easy and intuitive.
You never expect a backward step in the digital word, but in comparison to the London Games, the experience of trying to follow the 2014 Commonwealth Games in Glasgow online, is turning out to be a rather disappointing experience.
Innovation in content formats has been a key element in the battle for digital eyeballs, especially as new media has taken over the content consumption landscape. Long articles have long been replaced by short reads and the importance of pictorial and video content in a publisher’s mix of offerings is globally understood and accepted.
120sports by Times Inc is an interesting large scale attempt at innovation in content format, that should be observed closely over the next 12 months to see if it is able to make a dent in the insatiable market for sports content.
A case study on engaging with fans at the venue
At the 2014 British Open, won by Rory McIlroy, fans at the venue had access to something they take granted in their day to day lives, but have been mostly denied at one of golf’s traditional show pieces so far — Wifi.
From a fan engagement perspective though, it is their switch to digital scoreboards (or leaderboards — the apt reference for golf) that is changing the way people stay informed about what’s happening.
About David Epstein
David Epstein is an investigative reporter at ProPublica and the author of the New York Times bestselling book “The Sports Gene: Inside the Science of Extraordinary Athletic Performance”. He previously was a senior writer at Sports Illustrated.
What is it about?
While we have gotten faster and stronger as a race over the last century or so, have we really gotten better? Or is performance improvement in sports a result of, a combination of factors that explain the time differences between Jesse Owens and Usain Bolt?
In fifteen minutes David Epstein helps you spot trends and patterns that explain the remarkable improvements in sports performance through a series or examples, stories and startling facts that leave you entertained and humbled.