“Today, less than two decades after the arrival of the internet,Google and Facebook together command more advertising dollars thanall print media on the planet.In 2017, Google’s ad campaign revenuetotalled over $95 billion, while Facebook’s reached more than 39billion. Taken together, this is roughly 25% of all globaladvertising expenditure.Fuelled by open source e-commerceplatforms, mobile devices, and advances in online paymentinfrastructure, social media marketing has replaced virtually theentire traditional advertising industry. That took fewer thanfifteen years.And the numbers are huge. In 2018, the globaladvertising industry surpassed $550 billion, driving Google’svaluation north of $700 billion and Facebook’s above $500billion.All this value is fuelled by our searches: our likes anddislikes, what we desire, who our friends are, and what we (andthey) are clicking on these days.But with a blitzkrieg oftechnologies converging on the industry, advertising will continueto change. It’s likely to get a little more invasive and a lot morepersonal.”
Peter Diamandis, co-founder Singularity University
- Elaborate on how the advent of social media particularly hasdramatically changed the world of advertising.
- Find and present three (3) successful digital global campaigns.Give information about the brand, its target group, the media &executions employed, but most importantly the business andcommunication impact of these campaigns.
- How do you think Advertising will be transformed in the not sodistant future? What role Artificial Intelligence (AI) systems likeJarvis*, Virtual/Augmented Reality (VR/AR)or Hyper-Personalisation could play?
