Alongside politicians, used car salesmen, and airlines, the advertising industry has long been a punching bag – particular whenever a show, video, article, or daily news feed is interrupted by an ad. But take away ad dollars and many news platforms would simply cease to exist. Advertising literally funds journalism, with more than two-third of all U.S. news media revenue derived from advertising.
Although people regularly complain about political ads, it’s the advertising dollars during an election cycle that helps keep local news alive. TV channels and news sites – both of which are crucial to providing responsible journalism – need ad revenue to ensure their viability.
Advertising Fuels the Economy
Advertising can also help grow business and is an essential contributor to the overall economy. An increasing number of small businesses are using TikTok and other social platforms to advertise their brands, and thanks to social media’s algorithms, these ads reach people most likely to be interested. Prior to social media, only major brands could afford advertising on high-priced broadcasts. Now, local businesses can afford an ad campaign on social media or Google. Meta is a multi-billion-dollar company thanks to advertisers … and advertising accounts for 97.8% of its total revenue.
Advertising Serves the Public Interest
Done well, advertising can help society. One example is fluoride: while its effectiveness was well-documented, it wasn’t until Crest’s ongoing campaign of commercials in the late 1950s that childhood cavities dropped by 45%.
Advertising Will Power AI
Some in the ad business are concerned about AI technology taking over their jobs, but the opposite is a more likely scenario. While AI scrapes the internet looking for the most targeted answers to questions, it’s the responsibility of advertising and public relations professionals to create and deploy relevant, factual content. It’s this content that AI will ultimately use to respond to related searches and queries. Without access to actual, legitimate content, ChatGPT and other AI tools would be forced to pick up subject matter lacking in substance and potentially rife with misinformation. True, ChatGPT currently doesn’t accept advertising – but once it does, it may well become even more valuable as a platform for legitimate content, while also bolstering the economy.
So, instead of griping next time you see an ad, give credit to its impressive value. And be thankful you’re not stuck at Newark Airport – although if you are, at least advertising pays for your free Wi-Fi.
