The end of advertising as we know it

I think it is safe to say we all have had a moment where we clicked on an ad by mistake and before we knew it we had fallen down some kind of rabbit hole with pop-ups about various topics from diet pills to hair loss treatment to so so SO much worse. You will be glad to know that the ad, or banner, you clicked on is slowly being killed by banner blindness and ad blockers. And an less gullible population.

Digital advertising has done quite the evolution these last 20 years moving from banners to bigger formats to native ads that melt into the page (by the way the best way yet for the advertising industry to say “we know you don’t like ads, and we don’t care because ads are meant to be horrible, but we will get you somehow. We will GET you by sneaking up on you… BUY THIS NOW!”), to content ads in the shape of articles or videos sponsored by a brand.

“Instead of sponsoring content, brands will BE the content.”

 

The quality of advertising has slowly been improved by people who see them. If we don’t like them, they don’t work, hence why brands have had to keep changing strategies in order to get attention from consumers. Ads are definitely getting a bit more interesting and with new technology like VR imagine the crazy things we will get to witness. Hopefully. Because the way the people in the industry think about ads are too old fashioned still, it’s like they cannot see outside their little mad man world.

Future advertising, if it’s good, won’t be advertising. It will be content, a product or an experience all on it’s own. Instead of sponsoring content, brands will BE the content. Editorial content and advertising will become so interlinked we will no longer think of it as separate entities. In some sense, advertising will cease to exist. At least as we know it today. Because advertising will have to provide something more than just a banner or sponsored content – it’s going to have to be a product in itself, whether it’s in the shape of an article, a VR game or a trip to Bali.

“…we will talk to them more frequently than we do our own family members.”

With the emergence of VR, IoT, AR, AI, and all other acronyms we see a shift towards experiences and a close integration between human beings and technology. The closeness between our products and us might be seen as slightly inappropriate today while, when we are immersed in it, we will stop thinking of our devices as inanimate objects. We don’t hesitate to welcome Siri, Alexa and other smart devices into our homes with open arms. Instead we will feel like they are part of our family and we will talk to them more frequently than we do our own family members. So the question is then, how will this affect us as human beings? How will we change the way we interact with the world. In the future, interactions will be between products and people or products and products, which ultimately will change the way we think and behave with other humans. Most of us will prefer to interact with a computer over other Sapiens. Who else can’t wait?

Maybe this title should have been “The end of humans as we know them”…?

The role of universities in a world with free access to information

The way a person in the West obtains an education has long been a static process of schools and universities. Humans have always been a curious kind seeking out knowledge to improve the way we do and see things. By spreading information and knowledge through books, newspapers, magazines and most lately the Internet, making sure everyone has the capabilities to seek facts out for themselves, has lead to an increasingly intelligent and prosperous society. However, even WITH the Internet, not much has changed in terms of the way the educational system works since schools were first made official roughly 200 years ago.

For example, there is still this very old fashioned way of viewing someone as an architect, that way being that the person has to be able to prove his job title with a piece of paper from an institution such as a university. He couldn’t just draw you a blueprint of a house to convince you. But why is this? Today, with the vast amount of information and knowledge we can gain, for free even, through book, videos, audio and the Internet why couldn’t someone be an architect without having had paid that tuition fee and obtained that rolled-up piece of paper?

If you want to become a web developer, paying for an expensive education that will take you a year or even three years to complete will be a waste of money and time. There are so many people that literally give away their knowledge for free and you can learn in your own phase and in your own time. It won’t take you one year to learn web development if you are determined enough.

This is the beauty of the future – anyone can become anything as long as they have the motivation and intellect to find and pick up the information themselves. You might say that you wouldn’t trust a self-educated doctor and that is a good point. However, there still has to be a trial process when applying for jobs. An employer is going to have to make sure that the candidate he choses does have the capabilities to carry out the job. Just like they do today.

And there have been cases where someone has been practicing as a doctor for years without the relevant qualifications. Of course, it sounds like playing with people’s lives but if this person managed to fool everyone else who DID have the relevant paperwork to match their title, and perhaps even better, why shouldn’t this person keep on working as a doctor? This person is a genius. Let’s see what else they can learn to do? What if that person has the cure for cancer and we’re not letting them prove it because they don’t follow the traditional and old fashioned principles and checklists we have set up?

We need to remember that many schools and universities have their own interest. They are businesses. Doesn’t matter if they are privately or publicly owned, the people in charge are doing everything in their power to keep the business running as usual. This is why the change needs to come from the workforce and the employers. Hiring someone who has a university degree might cost you more money but might not give you a more qualified employee. And an employee with a self-educated background have more negotiating power as they can take a lower wage but also show real grit and ability to learn by themselves. Which is something we all need to keep doing as long as we live. Learning does not stop after university. In most cases, the most useful learning will actually happen when you are working. And no college or university degree can prepare you for that.