Viewpoint: the internet is re-shaping the creative industry

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Technology and in particular the internet has dramatically revolutionised all aspects of the creative industry. An advertising model which stood the test of time for over half a century has been replaced by a model that fits the technology dominated world that we now live in. Creative agencies all over the world have had to restructure their business due to the newfound power that now lies in the hands of the consumer. Consumers are now taking the lead as we will explore in more detail below.

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The internet, there is no denying that we have all been swept away by this invention which is now regarded as the fastest growing advertisement channel currently at our disposal. With emerging technologies such as mobile and the impact that social media platforms have had, companies are stepping away from traditional forms of creativity in order to meet the demand of their customers. And if creative companies want to up their game and avoid being swept under the carpet they have had to learn new skills applicable to the web.

People are no longer listening to the radio, watching TV when it actually airs or confining their internet usage to the home only. OK we are not saying that people are no longer doing these items but the point to be made is that there is no longer an audience as consumers are controlling the conversation, choosing when they want to see advertisements with thanks to in app advertising and catch up TV. Creative companies are having to modify their content. Generation Y people are immune to the idea of watching prime-time television and find advertisements a nuisance. However if they are online they will accept it if it is useful to them, relevant and also fun. How many people under the age of 30 are watching TV? If you were to change the question and ask how many people under 30 are on social media and the answer is likely to be most of them.

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In regards to visuals the introduction of software such as Photoshop and editing software make it possible for quality creative visuals to be achieved on the computer. But the way these are created is totally different. Editing is no longer difficult. Originally if the concept was not accepted by a client the creator would have to go back to the drawing board and start all over again but with the help of computers, visuals can be sent to client at a time and is much more free flowing than someone with a paintbrush. These visuals can then be used to enhance websites, make an online advert stand out, create advertising banners and so much more.

The majority of successful marketing campaigns are now done on the internet and they have become the prevalent form of advertising used today with even video advertising proving to be very popular. Video in fact is growing at a much faster rate than any other online ad formats.
Who would have thought back in 1994 when the world wide web was not even a household name that the first online magazine was created which had advertisements attached including the first ever banner ads. The is where a new age of advertising began and the rest is history as they say.

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