Content is King
Commercials are arguably one of the greatest inventions in modern advertising as a way to deliver a crafted message to a captive audience. Commercials on television was how information was delivered to the masses back when everyone watched TV, and may still be an appropriate method for an older audience.
As more and more people consume media in less traditional ways, but that are fast becoming the norm, a different approach is necessary.
Even as advertisers continue to practice the old model on new platforms, the results aren't anything like they used to be. Ad-blocking software is an easy and popular way to prevent unwanted adverts, which, essentially, prevents your message from being delivered.
The solution to this is marketing through content. Instead of trying to capture attention with a commercial, more and more marketers are looking to provide valuable information in the form of content. When you craft informative, relative and entertaining messages, consumer engagement naturally increases.
This content can be in the form of articles, lists, videos, podcasts, and so on. The important thing, is that the content is a reflection of your business, product or service. As long as the customer is receiving something of value, then they will be engaged.