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Advertising History in the world

Category: Advertising

Subcategory: Branding

Level: PhD

Pages: 19

Words: 5225

Advertising History in the world
Name
Institution
Abstract
Marketing is an important segment of business operations. Even the most successful businesses require an element of marketing. Advertising is one of the ways through which marketing us undertaken. Just like the emergence of business and trading, advertising traces a chronological timeline that dates back centuries ago. Historically, advertising began at around the same time when trading started. It was mainly undertaken through traditional methods that were more subliminal than strategic. Advertising grew to take different shapes and forms. Alongside this growth, the platforms on which advertisements were being relayed underwent a paradigm shift as well. The media is the most popular and effective advertisement platforms.
Many people today resonate more appealingly with modern advertisements platforms. However, the basics of these platforms were laid during the growth and development of the media and advertising. The print media, radio, and television are notably the pioneering platforms of advertisements. Today, they still form essential platforms for advertisements. Advertising accounts significantly to the total GDP that is posted by most world economies. This has been achieved through the revenues and expenditures associated with advertisements. The dissociation from traditional forms of media has led to an increment in the revenues and expenditures in advertisements. With the growth of the media and the introduction of new marketing avenues, the financial concept of advertisements has been redefined.
Table of Contents
Introduction ………………………………………………………………………………… 5
The History of Advertising ………………………………………………………………… 6
Commercialization of advertisements ……………………………………………………… 7
Advertising avenues and Platforms ………………………………………………………… 8
Traditional Media and Advertising ………………………………………………………… 9
Modern Media and Advertising ……………………………………………………………. 9
Changes in the science of advertising ……………………………………………………… 11
Ease of Accessibility ……………………………………………………………………… 12
Appeal …………………………………………….………………………………………. 12
Influence of Advertising on Media …………………………………………………….…. 12
Methods …………………………………………………………………………………… 14
Global Advertising revenues and expenditures over the years …………………………… 14
Results/Findings ………………………………………………………………………..…. 14
The USA …………………………………………………………………………………… 14
Print Media ……………………………………………………………………………..…. 14
Radio ……………………………………………………………………………………… 16
Television ……………………………………………………………………………….… 16
Digital (Internet) …………………………………………………………………………… 17
Outdoor …………………………………………………………………………………….. 18
Europe ……………………………………………………………………………..………. 19
Print Media ………………………………………………………………………….…….. 19
Radio ………………………………………………………………………………………. 20
Television …………………………………………………………………………………. 20
Digital (Internet) …………………………………………………………………………… 21
Outdoor ……………………………………………………………………………………. 22
Asia ………………………………………………………………………………………… 22
Print Media ……………………………………………………………………………..…. 22
Radio ……………………………………………………………………………………… 23
Television ……………………………………………………………..………………… 23
Digital (Internet) ………………………………………………………………………… 23
Outdoor ………………………………………………………………………………….. 24
Advertising Revenues from a Global Perspective ………………………………………. 24
Discussion (Synthesis and Analysis) ……………………………………………………. 25
Recommendations and Conclusion ……………………………………………………… 26
References ………………………………………………………………………………. 27
Introduction
The business industry has been very instrumental in revolutionizing most global economies. The growth of entrepreneurial practices has imposed changes that have stretched beyond the conventionalities of trade and commerce. One of the most central elements of modern business is competition. It is due to competition that all business players seek to create the most enticing customer value for their market. As part of propagating healthy competition in the business industry, marketing and product promotion have been integrated as essentials elements of the business culture. Marketing and product promotion are entrepreneurial practices that are aimed at capturing a larger market for a business. It is important because it can play an important role in defining a business’ competitive advantage; which is positively consequential to the business’ success. There are many ways through which marketing and product promotion are done. However, advertising is the most common method.
Advertising is a marketing strategy where a product is briefly overviewed or previewed on a certain platform. The essence of advertising and other product promotion strategies is to reach a large audience at once. Therefore, the main characteristic of any platform that is chosen for an advertisement is that it has to reach a large audience at once. In conformity to this elemental necessity, most advertisements are published on media platforms. These media platforms include television, radio, social media, print media, and other internet-based media avenues. Over the years, advertising has portrayed a total inclination to the media. Today, it is very hard to find an advertisement that is not media-based. The reason is that the media is very effective in reaching large audiences as compared to other communication entities. This inclination of advertising to the media has imposed a great change in the revenues injected through advertisements. The digital media economy has been growing rapidly at the expense of the traditional media economy; something that led to a surge in the advertising revenues pumped through the digital media.
The history of Advertising
The concept of advertisements traces as early as the infusion of ancient civilization. Initially, advertisements were not purposely used for product promotion and marketing. For instance, Ancient Greece and Rome used papyrus material to communicate about lost and found items (During the Greek Dark Ages between the 9th and 12th Centuries B.C.). In the ruins of Arabia and Pompeii, researchers have found traditional posters that were tailored for political campaigns and other commercial messages. The Egyptians were among the first notable civilization to purposely use advertising for business. Papyrus reeds would be used to make posters that would promote certain businesses or items of trade. Between the 11th and 7th Centuries B.C., the Chinese used Classic of Poetry where bamboo flutes would be used to entice people into buying candy (Kazmi & Batra, 2009).
As business evolved and became more situated in the community, the concept of advertising evolved at a similar pace to become a distinguished segment of business and entrepreneurship. Towards the middle ages, traditional methods like paintings evolved into more distinctive posts about business setups and products. People began understanding the concept of product promotion. Cobblers and other small business owners started putting up strategic signposts that revealed the location of their businesses. The utilization of signboards and commercial signage also became more distinct and established towards the end of the middle ages. Modern methods of advertising started taking shape in the advent of the 16th and 17th centuries (Pincas & Loiseau, 2015). The print media was the first avenue that was used for advertisements as the concept of product promotion transitioned to modern forms.
Commercialization of advertisements
Magazines and newspapers were the first forms of print media that were produced on a large scale. In the Early 16th century, weekly gazettes were already being published in Venice. Besides news items, these publications contained important information about certain products or businesses. Britain is notably the most influential revolutionist of the print media advertisement. This is the case because the first daily newspaper was published in Britain. The paper was known as The Daily Courant and it was published between 1701 and 1734. During the ‘life’ of The Daily Courant, there were substantial sections of the paper that were designated for advertisements (Pincas & Loiseau, 2015). Some of the earliest items to be advertised were books and medicines.
Jonathon Holder is a notable figure in the history of advertisements. He was a London haberdasher who pioneered the use of other print items like trade cards and handbills for marketing in the 1670s. The commercialization of advertisements grew as the concept of marketing became more definitive as a business essential. Newspaper advertisements became more popular and gained more public acclaim. The dawn of the 19th Century was the flagship of the large-scale commercialization of advertisements. It marked the use of advertisements as major sources of revenue for the print media. Émile de Girardin was the editor of La Presse (a Paris newspaper) who pioneered the use of paid advertising to the cut the overall costs charged for newspapers (Pincas & Loiseau, 2015). This happened in 1936 and was soon afterward adopted by other newspaper publishers.
Advertising expanded to the electronic media toward the mid-20th century. Radio advertising was the first electronic platform that was used for advertisements. Under the umbrella of the AT&T Company, the first radio commercial aired in the 1920s. The advertisement promoted a new apartment opening for the Queensboro Corporation. Advertising took shape into the television platform in 1941; during a New York match between the Brooklyn Dodgers and the Philadelphia Phillies. The advertisement was a simple and brief commercial for the Bulova Watch Company (Kazmi & Batra, 2009). Throughout the 20th century, advertising gained more popularity in both the print and electronic media. Billboards, merchandise branding, business cards, sales agents, and other audio-visual elements of advertising were developed in the second half of the 20th Century. The development of technology in the early 21st century impacted the methods through which advertising was done. Social media and the internet, in general, are the most popular advertising platforms available today. The revenue and expenditure on advertising are also at their highest point in history.
Advertising Avenues and Platforms
As the concept of advertising advanced over the centuries, new platforms continued emerging to match the dynamicity of marketing. Advertising avenues and platforms can be classified into two main categories. There are traditional and modern platforms of advertising. The earliest forms like posts, signs, cards, radio, and lithography are categorized as traditional platforms. Televisions, magazines, billboards, newspapers, social media, and other online arenas are classified as modern. It is important to note that most of the advertising platforms went through a chronological evolution that was defined by civilization, modernity, and technological advancement. Therefore, there are platforms that can easily be categorized as traditional and modern. For instance, newspaper, radio, and television advertising are both traditional and modern platforms of advertising. However, the way it was undertaken some centuries ago is not the same way it is undertaken today. There are also emerging platforms like outfits (merchandise branding) and the use of marketing/sales agents (Kazmi & Batra, 2009).
Traditional Media and Advertising
For the most part, traditional media is synonymous with traditional. In the history timeline of advertisements, there is a visible pattern where the advancement in media dictated new ways through which advertisements could be relayed. Traditional media was mainly print, radio, and television. It is crucial to note that all these types of media are also considered modern. The difference is in the level of advancement. Therefore, when considering radio as a traditional media entity, one only considers it during its formative days as opposed to today when it is advanced. The same applied for the print and the television media. Before the advent of print, radio, and television, traditional advertising was mainly outdoor. Advertisements were put up on posts, paintings, and other inscriptions. They would further be hoisted or erected in strategic locations where they could reach large audiences.
When the print media was introduced, it took a while for advertisements to utilize the platform. However, as newspaper publishers sought ways to increase their revenues and reduce the overhead costs of printing newspapers, advertising became more popular in newspapers. When the radio and television were invented, advertisements were not even a priority. This is because the pioneers were concerned about advancing the technology as opposed to the stratification of its applications. Traditional advertisements were simple and did not include complex graphic designs and structuring (Botterill et al., 2013). Most of them took the shape of simple announcements that targeted certain sections of the market. There was minimal commercialization in traditional advertisements.
Modern Media and Advertising
The transitional phase from traditional media to modern media also marked a change in the way advertising was undertaken. Technology is a notable figure in the imposition of this change. Modern advertising is basically the advertisement practices that are evident in the world today. Modern media has played a great role in revolutionizing today’s advertising practices. The introduction of the internet is perhaps the greatest marker of the transition from traditional to modern advertising. Apart from the traditional media platforms which have been developed and advanced (radio, television, and print media), social media is notably the newest media platform. Social media is enabled by the internet (Worldwide Web); which is in itself a remarkable advertising platform. Therefore, modern media is characterized by the advancement of traditional media platforms and new entities like the internet and social media.
Advertisements of today are highly commercialized. Most of the advertisements are about ‘numbers.’ Brands want advertisements to increase the number of sales that they make. On the other hand, the media wants to squeeze as much revenue as possible from the advertisements that are run through their platforms. For sales agents and other outdoor advertisements agents, their brands require them to advertise the products/services in a way the increases their overall sales. Apart from this quest for numbers, modern advertisements are quite developed. Although the media remains a central piece in the advertisement industry, creator of advertisements are using virtually every avenue available to post advertisements.
Pop-up advertisements are some of the most common trends in modern advertising. For instance, an individual may be scrolling down a webpage and then a small advertisement pops up on their screen. This even happens in some applications and software system. Therefore, modern advertising can also be termed as ‘overly aggressive’ as opposed to traditional advertising. Other notable platforms for modern advertising include Facebook, Instagram, street projectors, LED billboards, and etcetera. The charges that are imposed on modern advertising are also very high today as compared to the past. Events/programs with large audiences like the Super Bowl, Game of Thrones, and etcetera have also been used as propagation tools for modern advertisements. High-quality graphics, theater performances, animations, personification, mimicry, animations, and comedy are notable markers of modern advertising.
Changes in the science of advertising
The science of advertising is based on the compulsion of individuals to become customers, clients or buyers of a certain brand’s products. To some extent, the science of advertising is an element of psychological conviction. For this reason, the changes in the science of advertising have been inclined to new ways of compelling consumers to buy certain products. One of the main ways that this has been achieved is through increasing the accessibility of advertisements. It is crucial to understand that an advertisement is a mode of communication. Therefore, the fundamental structure of an advertisement is embedding a message. For advertising to be successful, this message has to reach as many people as possible. This can only be achieved if the methods used to propagate this message are easily accessible to the targeted market.
Ease of Accessibility
In the above endeavor, advertising has adopted different platforms that appeal more conveniently to the target market. For instance, the transition from posters, to print media, radio, television, and finally, social media shows a positive progression in consumers’ convenience of accessibility. It is easier for a consumer to access an advertisement through the television as compared to a poster (Botterill et al., 2013). This is the first element of the changes that have taken place in the science of advertising. Apart from being accessible to the target market, advertisements have to appeal to the target market so that they can be convincing. It is hard for a person to be convinced about a product or service if it does not appeal to them. The second change in the science of advertising is based on this concept.
Appeal
Customer value is the extent to which a consumer finds a product/service worthy of their money. There are two main things that consumers evaluate when establishing the customer value of a product/service. The first one is price and the second one is quality. In advertising, this is usually the basic consideration on which content is created. Considering that the purpose of an advertisement is to entice customers into buying a certain product, creators have to make sure that they convince the buyers. This can only be done by proving to the customers that they will gain the greatest customer value possible by buying the product/service that they are providing (Kazmi & Batra, 2009). Therefore, the science of advertising has changed over the years to adopt strategies and approaches that appeal to the target market. This why most advertisements are laced with offers and other conveniences. Advertisements also use appealing music, colors, comedy, and great cinematography to appeal to their target audiences.
Influence of Advertising on Media
While the media has mainly been influenced by technology, there is a significant influence that has been imposed by advertisements as well. Taking the case of the radio media, many people wonder how radio stations make money. This is because there are no subscriptions or payments that people make to tune in to various radio stations. At the same time, it is hard to find a fairly established radio station that does not run an advertisement within thirty minutes of being on air. The elementary source of revenue for radio stations is advertisements. Therefore, one of the ways that advertising has influenced media is by being a crucial source of revenue. This also applies to other advertising platforms like television and print media.
Through revenue injection, advertising has influenced how the media relays news items. For instance, news broadcast sessions are usually attached to certain brands. For instance, it is easy to hear a certain media station state ‘…this broadcast is brought to you by Coca-Cola…’ in this context, Coca-Cola is the brand that is being advertised through this particular media platform. Therefore, advertising has influenced how news and other broadcasts are undertaken on media platforms. Advertisements have also reconstructed the structure of media. Newspapers, for example, are usually structured in a way that certain sections are designated for advertisements. For the brands that pay top dollar, they even have the privilege to slot in brochures of their products in the newspapers.
Television stations have schedules where they designate certain programs to air. Depending on the popularity of a show, the television stations decide when certain programs should air. However, due to the popularity of advertising, these programs have to be timed so that it accommodates certain advertisements. This is the reason why some countries have policies where alcoholic beverages should only be advertised in the late night. Summarily, advertising has influenced the media through the multidimensional reconfiguration of how media undertakes its operations. Some media companies or platforms have even been associated with propaganda due to the type of advertisements that they air. For instance, there are cases where certain advertisements have been found to misleading information to the public. When such claims are substantiated, advertisements may taint the image of a certain media house negatively (Botterill et al., 2013). While most of the ways that advertising has influenced the media are positive, the negativities come in when propaganda and deceptive information is relayed.
Global Advertising revenues and expenditures over the years (Methods)
Since advertisements are product promotion practices, it is inevitable for the concept of finance to come up. There are two financial dimensions that are characteristic of advertisements. The first one is the expenditure dimension. This dimension is normally in the perspective of the brand or company that is putting up the advertisement. The second one is the revenue dimension; which is usually in the perspective of the advertisement platform (often the media). For this paper, both dimensions will be considered alternatingly. Note that the element of revenue can also be considered from the perspective of the brand or company running an advertisement. This becomes the case when one factors the income that a brand generates as a result of a certain advertisement. This data is hard to quantify and it is not part of this paper’s thesis. Therefore, it will not be included in the research.
Results/Findings (The USA)
Print Media
The US ranks highly in advertising revenues and expenditures. It was among the first countries in the world to pump in significant GDP from advertisements. The print media is notably the oldest advertisement platform in the world. In this part of the paper, ‘print media’ will be used to mainly refer to magazines and newspapers. Note that the expenditures have the equivalence of the expense. This is because what is spent by brands for advertisements is what becomes the revenue of the adverting platforms. In 2009, the print media brought in a total of $ 24.82 billion in advertisements revenues. From 2010 to 2014, the figures were $22.8 billion, $20.69 billion, $18.9 billion, $17.3 billion, and $16.4 billion (Statista, 2018).

(Statista, 2018)
In 2015, the figure dived to $15.7 billion and $15.1 billion in 2016. In 2017, it was approximated that total revenue of $14.9 billion was injected through advertisements in the print media (Statista, 2018). From the above statistics, Newspapers notably constituted for more than 50% of the total revenues associated with print media. At the same time, magazines and newspapers remained the predominant print media avenues for advertisements. The trend in print media is a consistent decline in the advertisement revenues associated with the media platform. The compound annual growth rate (CAGR) of the revenues reaped from print media range at about -4% within the last 8 years (Marketing Charts, 2018). This decline is oblivious of the wide consumption of print media (which can be considered a traditional media platform) which is still evident in the US today. This trend also reveals that there has been a decline in the consideration of the print media as a viable advertisement platform.
Radio
The influence of technology has redefined the revenues that are pumped through radio advertisements. The statistics that will be provided will include both traditional listening of radio and online streaming. In 2015, the total advertisement revenue from radio was $16.4 billion. The figure increased to $16.83 billion in 2016 and hit $17.21 billion in 2017 (Statista, 2018). The general trend for radio advertisements is an increasing pattern in revenues. It is important to note that the invention of online radio streaming services has a great influence on this trend. Also, when the technology of online radio streaming is included, radio ceases to be a traditional media entity to a modern one.
Television

(Statista, 2018)
In 2009, $40.44 billion dollars were spent on television advertisements. The figure rose to $41.11 billion in 2010 and $45.11billion in 2011 (Marvin, 2016). At total revenue of $55.71 billion was reaped from television advertisements in 2012. In 2013, the revenues rose to $49.88 billion. TV advertisements brought in a total of $68.5 billion, $68.8 billion, and $71.29 billion between 2014 and 2016 (Marvin, 2016). The figure saw a 1.5% declined in 2017; registering a total revenue of $70.22 billion. According to Forbes, a total of $68.97 billion was spent on television advertisements in the US (Feldman, 2018). This was a -0.5% declines from revenues posted in 2017. There are fluctuations that can be noted in the application of television media as an advertisement platform. Projections reveal that television adverting revenues may decline in the future.

(Feldman, 2018)
Digital (Internet)
According to the Interactive Advertising Bureau, the annual revenue from digital advertisements was $26.04 billion in 2010 (Lafayette, 2018). The revenues from digital advertising hit $31.7 billion and $36.5 billion in 2011 and 2012 consecutively. According to research conducted by the PricewaterhouseCoopers (PWC) through the Interactive Advertising Bureau, the revenues surged to $42.8 billion and $49.5 billion in 2013 and 2014 (Lafayette, 2018). In 2015, $59.6 billion was spent on digital advertising. $67.3 billion and $76.4 billion were spent on online advertisements between 2016 and 2017. At total of $87 billion was spent on online advertising. This is by far the most interesting marketing platform as per the revenues registered. For instance, between 2010 and 2015, there was a progressive increase in revenues by 1.6%, 3.4%, 7.1%, 12.5%, and 20.7% (Marketing Charts, 2018). Mobile advertisements constituted the greatest percentage of these revenues.
Outdoor
Outdoor advertising mainly involves billboards, LED screens, transit advertising, displays, guerrilla advertising, and the various forms merchandise branding. In 2010, $7.273 billion was spent on outdoor advertisements. Between 2011 and 2018, the figures rose constantly from $7.649 billion, $7.964 billion, $8.322 billion, $8.666 billion, $9.013 billion, $9.378 billion, $9.863 billion, and $10.125 billion (Statista, 2018). This is the second advertisement platform that has shown an increasing pattern in advertisement revenues. It is also important to understand that this platform is considered as a modern type of advertisement. This is because it mainly uses modern avenues that have been made possible by the advancement of technology.

(Statista, 2018)
Europe
Europe is a big continent with many countries that associate differently. Getting reliable data that covers the scope of this thesis is not a viably reliable option. However, for the sake of identifying the trends that are in concision with this paper’s thesis, data from several European countries will be used for the analysis.
Print Media
German was the top European country in advertisement revenues from the print media. In 2014, the country had revenues of $4.026 billion from advertisements. The revenues fell to $3.98 billion in 2015 and $3.8 billion in 2016 (Reuters, 2017). In 2017, German had revenues worth $3.761billion. The UK fell shorter that German in advertisement revenues from the print media. In 2014, a total of $1.017 billion was spent in the UK for advertising. For 2015 and 2016, the figure took a slight dive to $987.5 million and $ 952.3 million. By the end of 2017, the UK registered total revenue of 843 million in advertisements from the print media (Statista, 2018). There is a notable trend that can be established from the two European countries. The amount of advertisements revenue generated through the print media has been declining constantly. Although not all European countries may have registered a declining pattern, an overall view of the general trend can be established through German and the UK.
Radio
In 2014, German had a total advertisement revenue of $838.64 million from the radio. In 2015 and 2016, the figure rose to $844.31 million and $872.73 million respectively (Reuters, 2017). By the end of 2017, German has a total revenue of $890.91 million from radio advertisements. Between 2014 and 2017, the total revenues from radio advertisements in the UK were $820.33 million, $831.21million, $865.32 million, and $881.09 million (McDonald, 2018). Note that this revenue from radio advertisements included both the traditional and modern modes of consumption. This refers to both the old-fashioned way of listening to a physical radio as together with online streaming, satellite radios, and etcetera.
Television
According to the Association of Commercial Broadcasters and Audiovisual Services in Germany (VPRT), German had total revenue of $4.98 billion, $5.02 billion, and $5.36 billion between 2014 and 2016 (Schultz, 2018). All these revenues were from television advertisements. By the end of 2017, the total advertisement revenues from television amounted to $5.4 billion. In 2014, the UK advertisement revenues in television amounted to $4.4 billion. It rose to $4.73 billion and $5.04 billion in 2015 and 2016. In 2017, total revenue of 5.8 billion was reaped from television advertisements. The above data shows a relatively constant growth rate that is characterized by slight surges. Note that the data embeds all forms of television consumption methods; including streaming.
Digital (Internet)
This is the greatest advertisement platform in Europe as per the revenues. The UK had a total revenue of $13.25 billion from online advertisements in 2017. The previous year, the country had revenue of $11.33 billion from advertisements (Krieger, 2018). In 2015, the UK’s revenues from online advertisements stood at $9.8 billion. German had a total revenue of $11 billion from digital advertisements in 2015 (Vaunet, 2018). In 2016, the figure was $12.55 billion and by the end of 2017, German posted a total revenue of $14.87 billion from online advertising. Apart from the UK and German, other European countries associated the highest media revenues with online marketing. At the same time, the revenues have been constantly surging from one year to another.

Outdoor
According to the Association of Commercial Broadcasters and Audiovisual Services in Germany (VPRT), German had a total outdoor advertisement revenue of $12 billion by the end of 2017 (Schultz, 2018). This was a 5.7% growth from the previous year’s $10.372 billion. In 2015, a total revenue of $10 billion was posted from outdoor advertisements in German. The figures were $9.22 billion and $9.85 billion in 2013 and 2014 respectively. According to the UK’s Outdoor Advertising Association (OAA), the country had an outdoor advertisement revenue of $1.107 billion in 2014 (McCabe, 2011). In 2015 and 2016, the figure was $1.57 billion and $2.38 billion respectively. By the close of the 2017 financial year, the UK had a total of $3.02 billion from outdoor advertisement revenues.
Asia
Like Europe, Asia is an extremely big continent. Accessing accurate data from all the Asian countries is not a viable option. Therefore, a few countries will be considered to observe the trends that come up regarding media consumption and advertisements. However, in sections where accurate data is available, the Asian region will be considered as a single entity.
Print Media
In 2014, advertisements on the print media pulled in a total revenue of $67.2 billion in the Asia Pacific region. Between 2015 and 2016, the figure declined to $66 billion and $64.95 billion respectively (Statista, 2018). By the close of the 2017 financial year, the revenues had declined to $59.5 billion. In most parts of Asia, the consumption of the print media as an advertising platform has been declining. However, it is crucial to note that this is not the trend for every Asian country. In some nations, the print media is still used as a preferential media avenue for advertisements.
Radio
At the Asia Pacific region, radio advertisements brought in a revenue of $53.81 billion in 2017. This was a slight drop from 2016’s $54.02 billion. In 2014 and 2015, the revenues were $56.37 billion and $55.98 billion respectively (Sruoginis, 2018). Most of this data is based on the traditional consumption of radio as a media platform. There is minimal inclusion of modern methods like radio satellite radio and streaming services.
Television
According to IHS Markit’s report on the advertising revenues of the Asia Pacific region, there was a total of $54.6 billion was spent on television advertisements in 2016 (Cher, 2017). Considering the same region, the figure increased slightly to $55.1 billion in 2017. In 2014 and 2015, revenues from television advertisement totaled to $51.22 and $53.49 billion. Projections estimate a possible decline in the coming years. The figures are rising because of the widespread utilization of television as a media platform. Many people in Asia are comfortable with consumption of television media as opposed to other media platforms.
Digital (Internet)
China is notably the greatest influencer of digital advertising in the Asia Pacific region. China alone saw a 300% Compound Annual Growth Rate (CAGR) between 2015 and 2018. The 2015 revenue from digital advertisements was $78.5 billion (in the Asia Pacific region). It rose significantly in 2016 to $85.7 billion and by the end of 2017, the figure was staggering at $89.84 billion (Freier, 2017). Projection put the 2018 revenues at $93 billion. This exponential growth can be attributed to the high development of technology in Asia. In China, about 650 million people (almost 50% of the country’s population) are regular internet consumers. Also, most of the giant technology companies base a lot of their operations in the Asian region.
Outdoor
Outdoor advertisements are popular in the Asia Pacific region. In 2015, the platform brought in $57 billion. The following year, the figure increased to $62.09 billion and by the close of 2017, the revenue totaled $64.71 billion (Freier, 2017).
Advertising Revenues from a Global Perspective

(Molla, 2017)
Note that this data is not based on all the countries in the world. It encompasses the market influencers from different economies across the world. Between 2015 and 2017, the global revenue from newspaper advertisement was $61.57 billion, $56.12 billion, and $51.6 billion (Molla, 2017). Note that the following data will be based within the same time span (2015 – 2017). Magazines brought in $32.56 billion, $30.27 billion, and $27.92 billion. Radio advertising (traditional platforms only) generated $44.21 billion, $45.37 billion, and $45.56 billion (Molla, 2017). Outdoor advertising pumped $98.28 billion, $103.55 billion and $107.09 billion. Television advertising $180.39 billion, $183.9 billion, and $184.46 billion. Online advertising took the largest market share. The revenue figure rose sharply from $151.48 billion, $179.13 billion, $203.59 billion (Molla, 2017). In 2018, the advertisement revenues from the online platform totaled $227.09 billion.
Discussion – Synthesis and Analysis
The above data is quite quantitative and logical deductions can only be done through the observation of trends. There are three main platforms that generally showed an increase in advertisement revenues. They include television, outdoor, and online (digital) media. Television and outdoor advertisement have some attributes of traditional media. However, in the context of this decade, the two media have been overly influenced by the advancement of technology that they are considered modern avenues of advertisement. Radio media shows relatively stagnating progress. There is no significant increase that can be observed in the revenues put out. The print media portrays a generally inclining trend in the revenues generated. Therefore, it is evident that the digital media economy has been growing rapidly at the expense of the traditional media economy. This has led to a surge in the advertising revenues pumped through the digital media.

(Sruoginis, 2018)
Recommendations & Conclusion
Technology is one of the highest evolving fields in the world. The pertinent elements that define modern technology are embedded in almost every sphere that is pertinent to human existence. The media and marketing are some of the spheres that have been widely influenced by the technology. The convenience and merits that come with modern technology have compelled people to conform to new platforms and deviate from the traditional ones. The reason why advertisement revenues from traditional media have been declining is that most brands opt to use more versatile and convenient platforms. However, this does not imply that traditional media cannot increase their advertisement revenue. For instance, traditionally printed newspapers can be availed in websites for people to read. Through such strategies, traditional media will remain relevant despite the competition put up by other media platforms.
References
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