Media Evolution & Search Targeting

Jordan Cram leans against a column"Search targeting is always in style." - Jordan Cram

With every new generation, there comes significant change. As a result of these changes, advertising must shift and adapt to continue to reach its ever-evolving audience. Just 15 years ago, newspapers were frequently read publications utilized for the dissemination of news and as a vehicle for commerce. Radio was a popular medium in the car, at home and at work – people huddled around it to hear a new single that would be debuted only on FM. Broadcast television was king, and cable TV was its queen. (Yeah, I don’t know why I’m talking about a king and queen. Also, why did people ever watch the sitcom “King of Queens”? Really, Kevin James?) Primetime television got a huge audience because it was the only way people could watch shows. If they didn’t watch primetime, they would have to physically walk into a Blockbuster and rent a VHS tape. Think about how crazy all of this sounds today.

I became interested in media placement because the rate of change within media consumption is fascinating. If you were in a coma for the past year, you wouldn’t know that Snapchat is a huge social media platform, that Instagram has become nearly as popular as Facebook or that Pandora has seen a shift in listenership while Spotify has increased its. Media placement is an area that never becomes dull or boring, because if it is done correctly and with passion, then it is a constant education on how the public evolves.

Jordan Cram looks through binoculars

One of the biggest changes we’ve seen in the past 10 years is how users went from visiting inefficient search engines, such as Yahoo.com, to utilizing Google or Bing as an educational medium for every product, website, question or concern. Because of this huge rise in search engine use, search targeting has become a staple in almost every single advertising campaign. If you’re unfamiliar, search targeting works by bidding on a term in Google or Bing so a website will appear as the top search result for that term. Search targeting is integral to campaigns because it brings all of the advertising together. A lot of traditional and nontraditional advertising can create intrigue, but search targeting connects intrigue with action. Without that direct link, someone may see and think about an ad, but never act on that ad – resulting in an unactionable campaign.

Just as things have evolved in the previous 15 years, our media habits will continue to change. There’s no way to predict how these things will develop, but wouldn’t it be funny if VHS cassettes became cool again, just like records have? People are strange; am I right?