Role of advertising in the post-digital and COVID-19 pandemic era

The advertising environment have been facing continuing changes over the years, especially the convergence of media channels via the Internet, changes in media consumption and changes in media funding models. Some of these changes have been disrupted and aggravated in the post-digital and COVID-19 pandemic era.

Advertising has an important role to play within re-structured economies after the COVID-19 crisis. Advertising can help companies, commerce, and brand organisations rebuild their customers’ confidence, re-align values and priorities, and re-invigorate consumerism.

Over the years, there has been convergence of media channels via the Internet, there has been changes in media consumption and media funding models. Some of the media channels were disrupted by the COVID-19 pandemic.

Today, digital communications technology is no longer an option but a default in a post-digital and COVID-19 era, co-existing alongside traditional forms of advertising media.

However, it has also given rise to challenges.

There has been tremendous growth in social and digital media vehicles with rising importance of Internet and social networking sites (during the lockdown and post-lockdown). Also, convergence of media channels via the Internet is taking place. There is an increased reliance on mobile phones to obtain information about brands, news, entertainment, etc. Advertisers are also facing challenges such as audience fragmentation.

These issues have changed the terms of reference for advertising i.e consumers are not passive but rather they are active in the production of meaning, of advertising and consumption.

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