A few weeks ago, January 9th to be exact, marked 15 years since Steve Jobs first introduced the original iPhone to the world. It was first billed as three products in one: an iPod with a touch screen, a cell phone, and an internet device to connect to the web. Since then, it has become so much more. It’s an extension of our everyday lives. The iPhone not only changed how we communicate with each other but changed the face of media and advertising all together.
For reference, I was born in 1981 and grew up in an exciting time before the internet and before smartphones. Actually, I didn’t get a phone until I was out of high school, I was maybe 19 or 20 years old. So, I do have some perspective of pre and post internet/smartphone worlds. Having said that, let’s take a quick look at the landscape back when the iPhone was introduced. It was 2007 and the following companies didn’t exist: Instagram, Uber, TikTok, Twitch, Snap, Lyft, DoorDash, Tinder, Postmates, Venmo and Pinterest. Wow, some big changes in just 15 years.
When I think about the impact iPhone has had on media and advertising, I break that down into three categories. Let’s take a look:
- Digital and Mobile Advertising – Back in 2007, mobile advertising spending had an annual total of roughly $1.7 billion. Today mobile ad spending is north of 140 billion annually. Although mobile advertising is just one spoke in the digital advertising wheel, it now makes up about half of all the digital ad spend. That makes sense when you think about the recent growth in ad revenue for social platforms like Facebook & Instagram, TikTok, Twitter, and Google. The introduction of iPhone and smartphones have kept users connected to the web 24/7, 365. At the same token, allowing them to be targeted by digital and mobile advertisers whenever and wherever they go.
- Communication and Entertainment – Today we use our phones to stay in touch and get our news in real time. This has significantly changed the way our country reacts to everything from politics to the latest trends on social media. It has also changed the way we are targeted and advertised to. With native advertising, we get a seamless experience of receiving advertisements while we are consuming our favorite content and they blend right in, trying to make it the least intrusive experience as possible. More and more people are watching TV and using streaming apps like Hulu and Netflix when it comes to getting entertainment. Large cable companies are noticing consumers cutting the cord, especially the younger generations like Gen Z. They simply consume content and have different beliefs than generations before them. This lends a challenge to marketers and advertising professionals; how do they reach this new type of consumer in the future. Using smartphones and advertising via social and digital platforms will certainly be key but gaining knowledge about the consumer will be essential. That brings us to our next category, data!
- Consumer Data – I purposely saved this point for last because let’s face it, when it comes to the future of digital and mobile advertising, data is king. Data about consumers, their values, location, and behaviors will be what advertisers base the next few years of strategy, planning, and budgets on. Over the past 15 years we have carried around several versions of the iPhone or the smartphone of our choice. All the while giving companies and large social platforms all the data in the world about us. What we consume, what we purchase, where we shop, who we communicate with, our race, age, gender, income, search history, and you get the idea. Whether we like it or not, this little iPhone has been a tracking device for all of our most important, personal information. As much as I think there will be changes in the future, I believe consumer privacy concerns will be a constant. We have already noticed the “opt-in” messages on apps and social media platforms. This may have an impact on advertising but like everything else we will learn and adapt
In the next few years, I expect digital and mobile ad spending to continue to increase and the push for innovation and new tech will be the focus. One thing the Apple iPhone did over the past 15 years was create competition and it really took the mobile and tech industry to a new level.
Having an iPhone or a smartphone in our pocket means we have access to everything right at our fingertips. We connect, we search, we communicate, and we solve. I look at iPhone as the ultimate solution. Sky is the limit when it comes to advertising opportunities and smartphone capabilities over the next 15 years!
Social Media Specialist
Have you ever had a ton of content that you needed to send a client, but didn’t know the best way to present it? When it comes to sharing content online, there are multiple ways that one can now present it. In comparison, you could always place all your content on a word document and just send that to the client via email, but what if the client needs to share your content with a larger audience quickly? Is there a way content can be placed on a platform that everyone can have access to? The answer is yes!
There are multiple ways that you can share content online with a larger audience. We are now in the modern age where people want to be able to access content from multiple platforms in a timely manner. One of the great platforms that you can use is, “Online Flipbooks.” This platform can be easily implemented by simply downloading the software, and following the steps of usually transforming your PDF into a visual flipbook. After you save your word document to a PDF, and change that PDF into a flipbook, instructions are given on how to generate a link that you can share to your clients. “Embedding your flipbook allows your readers to view the content of your publication without leaving your webpage!”
If you have a website, there are also ways that you can simply add your flipbook to your web page for your clients to view and share. If you are using WordPress as your website platform, there are also various free plugins you can use to create your online flipbook.
Another great way of sharing content online is by creating a PDF link. Have you ever created a PDF but wanted to post it online? If you have a website along with FTP (File Transfer Protocol) access, you can upload the PDF to the server and define the file path to link it to your website. The server is like a cloud where you can define any path. For example, your domain name could be, “mysite.com.” Once you upload your PDF to the server, you could define the path by locating the PDF’s file folder. Your link that you share to the client would then be, “mysite.com/documents/clientinfo.pdf.”
If you look at the file path, “documents,” is a folder that was created on the server, and the PDF named, “clientinfo.pdf,” was placed inside that folder. Once the client clicks on the hyperlink created on your website, a new tab will open showing your PDF.
Since PDF Reader has a ton of built-in features, the client is also able to download this PDF to their device. If you are building your site using a WordPress platform, there is a list of PDF embed plugins that you can use if you want more features when presenting your PDF to the client.
There are many unique ways that you can share content online with your client. At A3 Media, we strive to stay updated on sharing content with clients on a national level. When using platforms like Flipbook, and Online PDF reader, we can communicate with many clients where they can view and share content on many platforms.
By making content sharing easy, the process of communication and getting the project completed, makes the timeline go by that much quicker. We love making sure the client understands the content, by making sure they can access a clear and organized online platform.
At A3, we understand that people live in a busy and complicated world, so we make sure business with the client is done with success leaving out all the complicated stress. Content sharing can get unorganized and frustrating when there is a ton of content via email. So, the next time you are put in a situation where you need to try a new platform, take a moment, and learn how to execute one of these platforms. Remember, more time spent in the beginning at take off can lead to less time spent when in the air doing business.
Digital Media & Graphic Designer