Advertising is as old as commerce itself. From the first market criers in antiquity to AI-generated TikTok ads, the form of advertising has changed radically -- but its core remains the same: reaching people, persuading them, moving them. A journey through the history of advertising.
The Beginnings: Posters and Advertising Columns (19th Century)
In 1854, Berlin printer Ernst Litfass erected the first advertising column -- and revolutionized urban advertising. Before that, "wild posting" was the only option. Litfass brought order and professionalism to outdoor advertising. The advertising column became a symbol of public communication and can still be found in German cities today.
In parallel, poster advertising evolved into an art form. Toulouse-Lautrec designed posters for the Moulin Rouge that now hang in museums. The lesson that still applies today: advertising can -- and should -- have aesthetic ambition.
Radio: The First Electronic Revolution (1920s)
When the first commercial radio stations began broadcasting in 1920, everything changed. Suddenly a brand could reach millions of people simultaneously -- in their living rooms. The first radio commercials were simple: a speaker read a text. But jingles, sponsored shows, and the first "soap operas" -- series financed by soap manufacturers like Procter & Gamble -- quickly developed.
Radio introduced a concept that would shape all subsequent media: ad-funded content. Content as a vehicle for advertising -- a model that lives on today in YouTube, podcasts, and streaming services.
Television: The Golden Age (1950s-1990s)
Television was the game-changer. Image and sound, emotion and demonstration -- TV advertising could do it all. The 1960s are considered the "Golden Age of Advertising" with agencies like DDB, Leo Burnett, and Ogilvy & Mather at the helm. Advertising became a cultural industry.
TV spots like the Marlboro Man (1954), Coca-Cola's "Hilltop" (1971), and Apple "1984" shaped not just brands but entire generations. The Super Bowl became the unofficial advertising festival of the world -- a 30-second spot there now costs over 7 million dollars.
Internet: The Democratization (1990s-2000s)
In 1994, AT&T placed the first banner ad on HotWired.com. The click-through rate: 44 percent. Today it stands at 0.05 percent. The internet democratized advertising -- suddenly anyone could advertise, not just corporations with million-dollar budgets.
Google AdWords (2000) revolutionized the industry again: advertising that appears exactly when someone is searching for it. Pay-per-click instead of pay-per-impression. Measurability instead of gut feeling. For agencies and service providers, a new era of performance began.
Social Media: Everyone Is a Broadcaster (2004-2015)
Facebook (2004), Twitter (2006), Instagram (2010) -- social media turned every user into a potential advertising partner. User-generated content, influencer marketing, and viral campaigns emerged. Power shifted from media companies to users.
For the fashion industry, Instagram was an earthquake. Suddenly models could communicate directly with millions of fans without the detour through magazines. Model careers started on Instagram before they reached the runway.
Mobile and Video: Attention Becomes Currency (2015-2020)
The shift to mobile devices changed everything: advertising had to work in three seconds or get scrolled past. Video became the dominant format. Stories (Snapchat 2013, Instagram 2016) introduced vertical video -- a format the TV generation never foresaw.
TikTok and the Creator Economy (2020-present)
TikTok rewrote the rules. The algorithm rewards not reach but relevance. An account with 100 followers can go viral if the content is right. For brands, this means: production matters less than authenticity.
The creator economy -- influencers founding their own brands and developing products -- shifts power even further. Brands no longer need to "advertise" in the traditional sense. They need to become part of culture.
AI and the Future (2024-)
Artificial intelligence is fundamentally changing advertising. AI generates text, images, and videos in seconds. Personalization reaches a new level -- every user sees individually tailored advertising. At the same time, skepticism grows: deepfakes, manipulation, the loss of human creativity.
According to the Museum of Brands in London, one constant remains despite all technological disruption: emotional storytelling. Whether billboard or TikTok -- people respond to stories that touch them. The formats change, the psychology stays.
The Constant: Emotions Sell
- 1854: An eye-catching poster grabs attention -- emotion through color and image
- 1920: A jingle sticks in the ear -- emotion through music
- 1960: A TV spot tells a story -- emotion through narrative
- 2010: An Instagram post inspires -- emotion through aesthetics
- 2025: A TikTok video captivates -- emotion through authenticity
The media change. Human nature does not. Those who understand this win -- yesterday, today, and tomorrow. For agencies and brands: don't invest in the next medium, invest in the next story.