Technology Vs. Advertising – Where does innovation come from
This year marks the 90th anniversary of the world’s first demonstration of public television. John Logie Baird made the first television, or Televisor, as it was then named, out of nothing more than an old tea tray. This got us thinking about how this revolutionary invention and the technology that followed has helped shape the creative industry, or, has the creative industry help shape technology.
It was some years after the first public demonstration of television, that the first televised advertisement was broadcast. The ad aired in 1955 and was for Gibbs SR toothpaste, it was created by Brian Palmer. Like anything new and unknown, the first advertisement to be broadcast was met with scepticism. People described it as crass and vulgar and many believed that advertising this way would never truly take off.
Well, it can be safely said that the sceptics and the non-believers were almost definitely wrong. TV advertisement slots became highly sought-after by most brands and products. It’s easy to understand why the demand for TV advertising rapidly grew. A brand’s message now had the ability to come to life, ads that were once only displayed in newspapers and print medias were now able to get up off the page and move about in front of the target audience’s eyes. In a world where 65% of the population are visual learners, it just made sense for a brand to promote their message this way.
However, it wasn’t until the early 1970s that television advertisements became a widely used platform for creative teams to showcase their talent and create ads for their clients that would establish and define a brand forever. The Hovis advert that aired in 1973 is a prime example of this, it is now known by some as Britain’s favourite advert. Some would suggest that the television changed the advertising industry , encouraging more creative ways to convey a key message.
Those first TV ads changed what was at the heart of the advertising industry. This creatively driven industry continued to embrace the technology that came its way and started to seek out new and innovative ways that tech could reach audiences. We now have the power to reach millions but ironically the ability to engage those millions has become more difficult. New technology has caused the world to speed up, as a result, people’s attention spans are shorter and interest in brands, product and trends is lost more easily.
Products, brands and sometimes even industries can quickly get cast aside if they don’t embrace and adapt to fast paced changes of the world today. Creative industries like advertising have had to adjust to changes throughout the years in order to create communications that can still engage their target audience. This, in turn, has helped the technology industry grow.
Although technological advancements have enabled us to achieve great things, technology is a product and it will sit there being technology until someone puts ideas, innovation and creativity behind it. Ideas are at the core of the advertising industry and this allows it to constantly innovate alongside the world of technology.Neither industry can progress without the other. In short, this simply means, forward-thinking creative teams who wish to remain at the forefront of their field must adopt and nurture the idea of technology within their campaigns. Likewise, technology firms should adopt the creative thinking of industries like ours in order to create new things.