Brief History of Advertising

Advertising is one of the oldest aspects of business, dating back to ancient times, alongside currency and trade. From the moment products and services existed, so did the need to make them known to potential buyers.

The oldest confirmed piece of advertising dates back to 3,000 B.C. in ancient Egypt. It was technically a print ad promoting the capture and return of an escaped slave. Interestingly, the ad also mentioned the slave owner’s shop — a rug business — which effectively advertised his store as well. Although the slave was never caught, the rug owner discovered an effective method of drawing in customers: advertising.

Fast forward approximately 4,000 years, and the landscape of advertising has evolved significantly. Here’s a brief look at the key moments in advertising history over the past five centuries:

• 1472: The first poster advertisement is placed on church doors in London. This marks the early roots of print advertising as we know it today.

• 1650: The first newspaper advertisement is published, offering a reward for 12 stolen horses. It seems reward-based advertising was popular back then!

• 1704: The Boston News-Letter encourages its readers to place ads in its paper, promoting the beginning of newspaper advertising in America.

• 1870: The Powers style of ad copy is born. This style was short, to-the-point, truthful, and convincing, focusing on why the consumer should buy a product or service. This concept of powerful, clear messaging still resonates with advertisers today.

• 1880: Postcards become one of the most popular ways to reach customers, marking an innovative way for brands to interact with consumers.

• 1902: Unilever creates the “longest client-agency relationship in advertising history” when it hires J. Walter Thompson Company to advertise Lifebuoy Soap.

• 1902: Mellins Food advertises its brand on 25 airship flights, becoming the first brand to leverage this new approach.

• 1904: The Campbell’s Kids are introduced, demonstrating a shift in focus from a single ad to an entire advertising campaign.

• 1922: The first radio ads emerge, with businesses purchasing 10 minutes for $100. Just two years later, brands began sponsoring entire radio shows, paving the way for sponsored content.

• 1925: Advertisers begin to appeal to emotions, focusing on the pleasure customers would receive from their product or service. An old Ford ad is a perfect example of this emotional appeal.

• 1975: The introduction of VCRs enables consumers to record TV shows and, consequently, skip advertisements — a shift that challenged advertisers.

• 1990: Computers become more popular, with over 5 million homes connected to the internet, signaling a new digital era for advertising.

• 1994: The first email spam campaign is launched, and banner ads are introduced, marking the beginning of digital advertising.

• 1995: Search engines like Yahoo! and Alta Vista make their debut. Ask Jeeves and Google would soon follow in 1997 and 1998, respectively, shaping the future of online search and advertising.

• 2005: YouTube and Facebook (initially only for college students) launch, setting the stage for modern social media advertising.

• 2008: Brands realize the importance of having an online presence. Procter & Gamble pilots the concept of a content hub with BeingGirl.com, showing how digital content could create engagement.

• 2012: Online videos reach nearly 170 million viewers, emphasizing the growing influence of video content in advertising strategies.

• 2013: Platforms like Pinterest and Instagram join the social media scene, becoming essential channels for advertisers to connect with their audiences.

• 2020: Advertising continues to soar on digital platforms, including social media, podcasts, and pay-per-click (PPC) campaigns. The role of customer data becomes even more critical in targeting and retargeting audiences. The rapid increase in mobile devices also sees a significant boost in mobile ads and SMS marketing.

The Evolution of Advertising

History shows that advertising is ever-changing, just like consumer shopping habits and where they spend their time. Nearly 140 years ago, postcards were the latest way to advertise. Today, brands are developing chatbots for Facebook Messenger and integrating artificial intelligence (AI) into their marketing and sales platforms.

Advertising has moved swiftly through the ages, adapting to technological advancements and changing consumer behavior. Now, let’s explore how advertising methods have evolved and what techniques marketers and advertisers are using today to engage audiences effectively.