{"id":23838,"date":"2020-11-19T11:44:15","date_gmt":"2020-11-19T17:44:15","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=23838"},"modified":"2025-05-05T12:59:50","modified_gmt":"2025-05-05T10:59:50","slug":"historia-de-la-publicidad-internet-redes-sociales","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/","title":{"rendered":"History of advertising (II): Internet and Social Networks"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"23838\" class=\"elementor elementor-23838\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-545b0537 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"545b0537\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1db38ddd\" data-id=\"1db38ddd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e0677bb elementor-widget elementor-widget-text-editor\" data-id=\"6e0677bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p class=\"wp-block-paragraph\">Today's post will be a continuation of the one that\u00a0<a href=\"https:\/\/www.geotelecom.mx\/en\/historia-de-la-publicidad-i\/\">we published several weeks ago<\/a>In it we traveled to Egypt, Greece and Rome to show you what were the first formats of advertising that has come to our time, also passing through the Modern Age and the advertising boom in the middle of the last century. If you are interested in these chapters of the history of advertising, do not hesitate in <a href=\"https:\/\/www.geotelecom.mx\/en\/historia-de-la-publicidad-i\/\">read it<\/a>. Today, however, we will focus on the history of our profession since the internet burst onto the advertising scene.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/#Nace_internet_The_banner_era\" >The Internet is born: The banner era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/#The_channel_era\" >The channel era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/#La_era_social_y_la_asociacion_de_sentimientos\" >The social era and sentiment association<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/#La_era_nativa_y_la_busqueda_de_la_viralizacion\" >The native era and the quest for virality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/history-of-internet-advertising-social-networks\/#A_dia_de_hoy_RRSS_y_prosumidor\" >Today: RRSS and prosumer<\/a><\/li><\/ul><\/nav><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nace_internet_The_banner_era\"><\/span>The Internet is born: The banner era<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">As many of you already know, the Internet was born as a tool for information exchange. However, many users began to use it for information and the pioneers of digital marketing saw the great potential it had: the first clickable ad on the Internet was generated by HotWired in 1994 (the Internet had 16 million users) and looked like this: But it would not be until two years later, in 1996, when we would speak for the first time of PPC (PPC).<em>pay per click<\/em>) on the Planet Oasis web directory site. That same year, <strong>Yahoo!<\/strong> launched its first want ad. Shortly thereafter, in 1998,<span style=\"font-weight: 300;\">GoTo.com (renamed Overture in 2001 and acquired by Yahoo! in 2003) creates the first search engine keyword advertising auction, the system we know today was taking shape. That same year, the Christmas campaign in the USA exceeded 2,000M dollars and Amazon was the main responsible with its video and DVD sales business. We are facing the first record of the <em>e-commerce. <\/em>At the height of the \"dotcom\" boom, the Internet goes public, also the same year, and we can talk about 147 million Internet users, nothing to do with the 16 million users that there were only 4 years ago.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_channel_era\"><\/span>The channel era<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">The Internet was growing by leaps and bounds and a series of events unfolded that would lay the foundations for online advertising:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>In 1999 Napster and <strong>Google<\/strong>.<\/li>\n<li>The same year also saw the birth of Epinions: The p<span style=\"font-weight: 300;\">The first portal for opinions and reviews, later Ebay would buy it.<\/span><\/li>\n<li>Also born <strong>Terra<\/strong>, c<span style=\"font-weight: 300;\">nternet content and Internet portals company of the Telef\u00f3nica de Espa\u00f1a Group.<\/span><\/li>\n<li><span style=\"font-weight: 300;\">Traditional cameras are left out of the market. Image sharing portals emerge that monetize by developing images.<\/span><\/li>\n<li>By the year 2000, $8 billion had already been invested in online advertising.<\/li>\n<li>In the same year, the revolution of the <em>pop ups<\/em>.<\/li>\n<li>In the year 2000, the Internet already had 361 million users worldwide.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">And then, the inevitable happened: the <strong>Google Ads<\/strong>. The company had only 9 employees, but they started with about 350 customers and the investment in their payment platform accounted for 95% of the company's revenue, almost nothing.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_era_social_y_la_asociacion_de_sentimientos\"><\/span>The social era and sentiment association<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 300;\">In the early 2000s, advertisers became aware of the importance of the <\/span>association of feelings<span style=\"font-weight: 300;\"> above the attributes, and the first elements of the <strong>emotional marketing<\/strong>:<\/span><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Emotional connection with the brand's products to achieve a long-term connection.<\/li>\n<li>Draw attention to the product.<\/li>\n<li>Sensitizing the masses, u<span style=\"font-weight: 300;\">n awareness-raising message can have a positive impact on building a long-term relationship.<\/span><\/li>\n<li>Choosing emotions<span style=\"font-weight: 300;\">that the companies want to transmit and the effect they want to achieve in the users.<\/span><\/li>\n<li>Taking care of the stories.<span style=\"font-weight: 300;\">Storytelling through the <strong><em>storytelling<\/em> <\/strong>to reach the consumer. Good content, to get the public to identify themselves.<\/span><\/li>\n<li>Careful tuning,<span style=\"font-weight: 300;\">because sometimes the music can stay in the consumer's mind.<\/span><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Here is an example of a BMW ad from the year 2000 that begins to integrate these elements: This will give way to the <strong>RRSS<\/strong>The YouTube was founded in 2005, the original idea of which was<span style=\"font-weight: 300;\">create a dating website, where people could rate each other based on videos. In 2006 Google took over the platform and launched video advertising. In the same year, Twitter was created. But the giant of social media, Facebook, between 2007 and 2008 was adapting its platform to make a more segmented advertising and to make it easier for brands to have a presence in this network.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_era_nativa_y_la_busqueda_de_la_viralizacion\"><\/span>The native era and the quest for virality<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">And without realizing it, we have arrived at 2010, when<strong>Instagram <\/strong>and Twitter starts to launch its first promoted tweets. At this time and<span style=\"font-weight: 300;\">iral marketing outperforms more traditional advertising, thanks to an advertising campaign by \"<a href=\"https:\/\/www.youtube.com\/watch?v=X-XmC2tD-YA\">Old Spice Guy<\/a>\"Traditional advertising is no longer enough; brands must create more impactful, innovative content that generates the desire to share it.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_dia_de_hoy_RRSS_y_prosumidor\"><\/span>Today: RRSS and prosumer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">We will highlight four milestones that have brought us to where we are today:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>2012: Madness <em>selfie. <\/em>The<em> selfie<\/em><span style=\"font-weight: 300;\">of Ellen DeGeneres' Oscars gala with a large cast of actors becomes viral hit.Samsung pays $20 million for this tweet.<\/span><\/li>\n<li>2015:<span style=\"font-weight: 300;\">The<strong> advertising in digital games<\/strong> becomes an excellent platform to strengthen the brand of the companies.<\/span><\/li>\n<li>2016: Instagram<span style=\"font-weight: 300;\">achieves more than 1.53 billion dollars in advertising revenues.<\/span><\/li>\n<li>2020: <strong>TikTok<\/strong>widely used by teenagers, has reached 800 million users, surpassing Twitter, LinkedIn and Snapchat.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 300;\">All these developments make the user the center of attention and the <strong>is born<\/strong><\/span><strong>prosumer<\/strong>: the Internet users<span style=\"font-weight: 300;\"> They abandon the passive facet to become content generators and creators of ideas and opinions that influence the community of buyers of a brand or product. To this end, the<\/span><span style=\"font-weight: 400;\">brands have to properly manage the information generated by their customers. <em>prosumers<\/em>because the consumer now has more decision-making power than ever before.<\/span>The advertising format is constantly changing and we must satisfy the customer in a simple and creative way. We must know their tastes and what they are really looking for. Here are some examples below from KFC:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=en-dTIt8bBQ&amp;feature=emb_title\"><span class=\"style-scope yt-formatted-string\" dir=\"auto\"><span class=\"style-scope yt-formatted-string\" dir=\"auto\">With KFC Snacks we are giving<\/span><\/span>\u00a0?? #MMuchTo VeryLittle<span class=\"style-scope yt-formatted-string\" dir=\"auto\">\u00a0??<\/span><\/a><\/li>\n<li><a href=\"https:\/\/marketing4ecommerce.net\/twitter-se-vuelca-con-el-cm-de-kfc-asi-logro-80-000-seguidores-en-menos-de-3-horas\/\">Twitter goes wild for KFC's CM: he gained 80,000 followers in less than 3 hours.<\/a><\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">We hope you found it useful, let us know in a comment what you thought!]]>]]>]]>]]>]]>]]>]]><\/p>\n\n<p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Today's post will be the continuation of the one we published several weeks ago, in which we traveled to Egypt, Greece and Rome to show you which were the first formats of advertising that has reached our time, also passing through the Modern Age and the advertising boom in the middle of the last century. If you are interested in these chapters of the history of advertising, do not hesitate to read it. Today, however, we will focus on the history of our profession since the Internet burst onto the advertising scene.\n\n\n\nThe internet is born: The banner era\n\n\n\n\n\n\n\nAs many of you already know, the Internet was born as a tool for information exchange. However, many users started to use it for information and the pioneers of digital marketing saw the great potential it had: the first clickable ad on the Internet was generated by HotWired in 1994 (the Internet had 16 million users) and looked like this: But it was not until two years later, in 1996, that PPC (pay per click) was first discussed on the web directory site Planet Oasis. That same year, Yahoo! launched its first search ad. Shortly after, in 1998, GoTo.com (renamed Overture in 2001 and acquired by Yahoo! in 2003) created the first search engine keyword advertising auction, the system we know today was taking shape. That same year, the Christmas campaign in the USA exceeded 2,000M dollars and Amazon was the main responsible with its video and DVD sales business. This was the first e-commerce record. At the height of the \"dotcom\" boom, the Internet goes public, the same year, and we can talk about 147 million Internet users, nothing to do with the 16 million users that existed only 4 years earlier.\n\n\n\nThe channel era\n\n\n\nThe Internet was growing by leaps and bounds and a series of events were unfolding that would lay the foundations for online advertising:\n\n\n\nIn 1999 Napster and Google were born.That same year Epinions was also born: The first opinions and reviews portal, later to be bought by Ebay.Terra was also born, a company dedicated to Internet content and Internet portals of the Telef\u00f3nica Group of Spain.Traditional cameras were left out of the market. By the year 2000, 8 billion dollars had already been invested in online advertising. That same year, the pop-up revolution was born. In the year 2000, the Internet already had 361 million users worldwide.\n\n\n\nAnd then, the inevitable happened: Google Ads was born. The company had only 9 employees, but they started with about 350 customers and the investment in their paid platform accounted for 95% of the company's revenue, almost nothing.\n\n\n\nThe social era and sentiment association\n\n\n\nIn the early 2000s, advertisers realized the importance of sentiment association over attributes and the first elements of emotional marketing appeared:\n\n\n\nEmotional connection with the brand's products to achieve a long-term connection.Drawing attention to the product.Sensitizing the masses, a message that sensitizes the masses can have a positive impact on generating a long-term relationship.Choosing emotions that companies want to convey and the effect they want to achieve in users.Taking care of the stories.Telling stories through storytelling to reach the consumer. Good content, to get the audience to identify themselves.take care of the tune, because sometimes the music can stay in the consumer's mind.\n\n\n\nHere is an example of a BMW ad from the year 2000 that begins to integrate these elements: This will give way to the RRSS, which are gaining prominence: in 2005 YouTube was founded, whose original idea was to create a dating website, where people could rate each other based on the videos. In 2006 Google took over the platform and launched video advertising. In the same year, Twitter was created. But the giant of social media, Facebook, between 2007 and 2008 was adapting its platform to make a more segmented advertising and to make it easier for brands to have a presence in this network.\n\n\n\nThe native era and the search for viralization\n\n\n\n\n\n\n\n\n\n\n\nAnd without realizing it, we have reached 2010, when Instagram was born and Twitter began to launch its first promoted tweets.   At this moment, viral marketing surpasses more traditional advertising, thanks to an advertising campaign of \"Old Spice Guy\" that receives 30 million visits.traditional advertising is no longer enough, brands must create more impactful, innovative content that generates the desire to share it.\n\n\n\nToday: RRSS and prosumer\n\n\n\nWe will highlight four milestones that have brought us to where we are today:\n\n\n\n2012: Selfie craze. Ellen DeGeneres' Oscars gala selfie with a large cast of actors becomes a viral hit.Samsung pays $20 million for this tweet.2015:Digital game advertising becomes an excellent platform to strengthen companies' brand.2016: Instagramreaps more than $1.53 billion in advertising revenue.2020: TikTok, widely used by teenagers, reaches 800 million users, surpassing Twitter, LinkedIn and Snapchat.\n\n\n\nAll these developments have put the user at the center and theprosumer is born: Internet users abandon the passive facet to become generators of content and creators of ideas and opinions that influence the community of buyers of a brand or product. Brands must therefore manage the information generated by prosumers appropriately, because the consumer now has more decision-making power than ever before.the advertising format is constantly changing and we must satisfy the customer in a simple and creative way. We must know their tastes and what they really want to find. Here are some examples below from KFC:\n\n\n\nWith KFC Snacks we are giving ?? #MuchoPorMuyPoco ??Twitter goes wild for KFC's CM: he gained 80,000 followers in less than 3 hours.\n\n\n\n We hope you found it useful, let us know in a comment what you thought!]]>]]>]]]><\/p>","protected":false},"author":42,"featured_media":23887,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[244,41,44,26,22,28],"tags":[302,300,48],"class_list":["post-23838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","category-e-commerce","category-facebook","category-google-ads","category-marketing-online","category-social-media","tag-internet","tag-publicidad","tag-redes-sociales"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/23838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=23838"}],"version-history":[{"count":4,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/23838\/revisions"}],"predecessor-version":[{"id":232553,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/23838\/revisions\/232553"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/23887"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=23838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=23838"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=23838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}