Why Advertising Isn’t Dying, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman discusses the recurring narrative of advertising’s demise, arguing that the industry, while constantly evolving, remains fundamentally vital. Oberman challenges the notion that new technologies or platforms signal the end of advertising, instead framing these shifts as part of a continuous evolution.

As Justin Oberman highlights, the fear of advertising’s death is not a new phenomenon:

“Advertising has been dying since 1922. That’s the year people first panicked that radio would kill print.”

Oberman traces this recurring panic through various technological shifts, listing “Radio because of Television,” “Television because of the internet,” and more recently, “AI…” as examples of mediums or technologies predicted to kill advertising. However, he posits that these predictions consistently overlook a fundamental truth about the industry.

The Constant Evolution of Advertising

Justin Oberman asserts that the core of advertising remains unchanged, even as the tools and channels transform. He points out the enduring human element in purchasing decisions, stating:

“There are 8 billion people who still make every purchase the same way? by feeling something.”

This emphasis on emotional connection, according to Oberman, is what underpins the advertising industry’s resilience. He suggests that while the methods of reaching consumers may change, the fundamental requirement to evoke emotion persists. This aligns with the idea that the $700 billion advertising industry continues to grow because it taps into this unchanging aspect of human behavior.

Focusing on Enduring Principles

Drawing inspiration from Jeff Bezos, Justin Oberman advises focusing on what remains constant rather than getting lost in the noise of rapid technological change. Oberman quotes Bezos:

“don’t focus on what’s changing, focus on what never changes and use what’s changing to accelerate that.”

Applying this to the advertising world, Oberman argues that the role of a copywriter, for instance, has not fundamentally changed. The demand is still for individuals who can craft messages that resonate and create an emotional impact quickly. He states, “The tools change every decade. The job of a copywriter doesn’t.” The critical skill remains the ability to connect with an audience on an emotional level, a task that transcends any specific platform or technology.

The Enduring Craft of Copywriting

Oberman emphasizes the enduring importance of copywriting skills in an ever-changing media landscape. He suggests that amidst the constant flux of algorithms and new marketing technologies, the core competency of making a stranger “feel something in under three seconds” is paramount. This skill, he implies, is what truly drives advertising effectiveness, regardless of whether the medium is a digital banner, a social media post, or a traditional print ad.

Ultimately, Justin Oberman’s message is one of perspective. He encourages professionals to “Block out the noise. And learn how to go Copy Hunting.” This call to action suggests a need to look beyond the hype and focus on the foundational principles of effective communication and emotional resonance that have always driven successful advertising, and likely always will.