According to José Borghi of Mullen Lowe Brasil, the media has been growing every day together with the society, and in a certain way, it is becoming inseparable from people’s life. For instance, in the 20th century the ways in which television and radio mass media broadcasts news, and other information has changed. Borghi says that the change in the ways the information reaches the public has played a great role in improving advertising field. This improvement came about because small and large companies embraced the opportunity to create awareness of their products and services to more people.
The CEO of Mullen Lowe Brazil, formally known as Borghi Lowe says that recently the mass media has grown drastically changing communication at a high pace. The internet as well has changed the way people communicate with each other through the many applications evolved. It has also led to significant profitability to treasured brands and companies such as Google.
The evolution of smartphones and tablets devices has offered the consumers with a new platform to access information compelling for a need to change in advertising methods. Individuals and companies need to change their advertising perspective to remain competitive because the potential audience seems to have shifted their behavior as well. Apparently, this has led to the emergence of online advertising, and it is positively influencing the investments growth in Brazil and the rest of the world. From the statistics of the year 2015, $9.5 billion was made from investments acquired through online advertising. This performance marks a 14 percent increase compared to the year 2014. José Borghi says that there is a high expectation of more investments being received from online advertising in the year 2016.
Online advertising is more rampant and advanced in the United States. According to the Internet Advertising Revenue Report, investments earned about $27.5 billion in 2015 alone which is about 20 percent growth if compared to the 2014 statistics. José Borghi says that the biggest impact came from digital marketing established for mobile devices which brought an increase of about 51 percent. The internet has also become readily available and less expensive in recent years leading to the increased application.
With the trend revealed above in Brazil and the rest of the world, online advertising is one of the aspects that every company needs to accommodate in their action plan. José Borghi from the Mullen Lowe highlights that with this form of publicity, better results can are achievable which confirms that the media industry has undergone a great revolution.