Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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1970s 1980s Clinton Era Brings Mass Distribution and Globalization Bill Clinton was elected president in 1992, and over the following years, a convergence of the internet, democratization, and open markets and borders would facilitate a new level of mass distribution and globaliza- tion. Amazon.com launched in 1994 and online retailing became one of the biggest drivers of digital ad growth. Web banner ads began to proliferate, giving brands a whole new medium for reaching consumers. Meanwhile, the advent of the DVR would have a major impact on the industry, making it easier for consumers to skip commercials. During this time, diversity remained a priority of the 4A's. In 1997, it launched the 4A's Foundation, which provides educational opportunities for minority students who want to go into advertising. To date, more than $3.5 million in scholarships and grants has been awarded to students and organizations. This support from the advertising and media industry has enabled and encouraged more than 400 diverse young professionals to pursue a variety of careers in advertising and media. The Civil Rights Era Leads to a Call for Diversity in Advertising In 1973, the 4A's launched its Multicultural Advertising Intern Program (MAIP), a 22-week fellowship that to this day provides development, career opportunities, and in- ternships at agencies for college juniors, seniors, and graduate students of color seek- ing to pursue careers in advertising. To date, 3,000 students have graduated from the program. A groundbreaking 1977 ruling disrupted the advertis- ing industry. HBO v. F.C.C. led the Federal District Court in Washington, D.C., to decide that the F.C.C. was not justi- fi ed in restricting cable TV in order to protect the broadcast networks. This interrupted the lucrative dominance the broadcast networks had enjoyed. The Rise of Programmatic Advertising and Social Media The launch of Google's AdWords in 2002 would end up changing digital marketing forever. The following year, Google launched AdSense to allow online publishers to serve pay-per-click ads targeted to content and audience, with publishers receiving a share of each click generated. Social platforms Facebook and Twitter burst onto the scene in 2005, and their impact is still being felt by marketers. Barack Obama was elected the fi rst African-American president, and the Madison Avenue Project initiative called on the top 100 national advertisers to do better diversifying their ranks. In 2008, the 4A's founded the High School for Innovation in Advertising and Media in Brooklyn "to start the pipeline into advertising jobs earlier so that students of color are better trained, better prepared, and more knowledgeable entry-level employees," according to Carl Desir, Vice President of Talent Initiatives at the 4A's. "Starting programming at the high school level in addition to the college level is helping us recruit more students of a diverse background." The Manhattan Early College for Advertising followed in 2014, with the mis- sion of educating students who represent diversity and preparing them for entry-level jobs in the industry. The Power of Pay-Per-View Sugar Ray Leonard faced Thomas "Hitman" Hearns for the World Welterweight Championship. Spearheaded by Viacom's Pat Thompson, the event was offered to viewers as the fi rst pay- per-view event, with advertisers paying only when consumers viewed their ads. The '80s also saw the rise of home entertainment via the VHS player and the opening of movie rental stores like Blockbuster. This put entertainment choices in the hands of consumers like never before, eroding TV viewership. "This was maddeningly impactful on the advertising business and to this day, DVRs still represent a huge problem for advertisers," says Palmer. When the internet emerged as a powerful force in the late 1980s, it paved the way for social media and review sites, giving consumers a virtual megaphone to voice complaints about what they bought. And when mobile devices came online, con- sumers got unprecedented access to information, to content, and to one another. 1990s 2000s 1970s 1990s

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