Ad-Free Era: Traditional Ads Can't Compete
Matt Purcell
Australia's #1 Personal Branding Strategist. Currently building the world's first AI powered Anti bullying app Social Kung Fu Founder - KYU Media, Social Kung Fu, Business Academy with Janine Allis
Back in the day, advertising was straightforward. In Australia, we had five main TV channels and a few radio stations. Brands bought prime time slots, and ads ran between shows. Simple, predictable, effective.
Fast Forward to Now
Ad-Free Revolution: Streaming services like Netflix, Amazon Prime, and Spotify have flipped the script. A massive chunk of people are paying to skip ads entirely. Imagine that—no interruptions. So, where's traditional advertising now? On life support.
Plummeting TV Ad Spend: TV advertising revenue in Australia has taken a nosedive. From 2021 to 2023, revenue plunged from $4.1 billion to $3.4 billion—a 10% drop in just one year (ThinkTV) (ThinkTV). In the December 2023 half-year alone, revenue was down 9% compared to the previous year (ThinkTV).
Enter the Influencers
New Kings of Ads: Influencers are the new advertising powerhouses. MrBeast’s "Feastables" is now giving Hershey's a run for their money. Logan Paul’s drink is going head-to-head with Gatorade. The Rock has turned his brand into a money-making machine. These guys have audiences that trust them way more than any traditional ad.
领英推荐
The New Rules of the Game
Advertisers need to wake up. Streaming is where people are at, and traditional ad spots are ancient history. Brands need to go digital and get smart with their strategies.
Ad-Supported Streaming: There's still hope with ad-supported streaming services like Pluto and Freevee. They mix old-school ads with new-age streaming, giving brands a shot at reaching viewers.
Bottom Line
Adapt or die. The future of advertising is digital, social, and influencer-driven. Traditional ads are out; personal branding and clever digital strategies are in. If you're not on board, you're already behind.
This shift isn't just happening—it's already here. Brands that don't adapt are going to be left in the dust. So, get with the program, or get left behind.