![](\"http:\/\/optimaresponse.com\/blog\/wp-content\/uploads\/2019\/12\/Optima-image-07-1-scaled.jpg\")
\n\n\n\n\n\n\n\nAdvertising\nhas changed. And changed it has, in just over a decade and a half.<\/p>\n\n\n\n
Emotional\nProposition, building relationships has given way to Optimization and\ncustomer acquisition.<\/p>\n\n\n\n
Consumer\nInsights is pass\u00e9. Consumer intelligence is in. \n<\/p>\n\n\n\n
The\nLiril girl and the Perfect Man do not live on your television screens\nanymore. In fact, it would be extremely hard to find a TV commercial\nthat is based on an emotional proposition. Instead you will see a lot\nof communication on \u2018Buy me and Why buy me\u2019 advertising. \n<\/p>\n\n\n\n
We\nhave moved from building relationships to being transactional in our\nrelationships. \n<\/p>\n\n\n\n
This\nchange didn\u2019t happen by accident. This change is driven and\ncontinues to be driven by platforms (or mediums !?) like Google &\nFacebook.<\/p>\n\n\n\n
So,\nis advertising losing its art form to embrace the science of it? May\nbe. Or Maybe not.<\/p>\n\n\n\n
Our\ncreatives used to complain that they had to package a storyline as\nwell as product information in 30 secs. \n<\/p>\n\n\n\n
Google\ncame and said, please do that in 30 characters, spaces included. And\nsuddenly 30 secs is a luxury that we don\u2019t have any more.<\/p>\n\n\n\n
This\nis forcing the creatives to think (!?) harder and be even sharper in\ncommunicating the idea. \n<\/p>\n\n\n\n
In\nthis continuum, the language of the advertisers and agencies have\nmoved from Reach & OTS to Optimization and Bounce Rates.\nAdvertisers and Agencies don\u2019t withdraw a creative based on\nfeedback. They kill the creative based on data and efficiency. \n<\/p>\n\n\n\n
The\nmedium may have changed. The stimuli might have changed. But the\nunderlying motivation for advertising & communication remains the\nsame. Results. \n<\/p>\n","protected":false},"excerpt":{"rendered":"