During much of the 20th century, advertising focused on persuading the consumer through creative ideas and innovative messaging. Representative figures of the era, such as Rosser Reeves and David Ogilvy, drove this approach, championing the importance of differentiating propositions and the value of consumer research.
The goal was to convey a clear and unique product promise to the public, using creativity as a strategic tool to stand out in a competitive market.
Reeves introduced the concept of the Unique Selling Proposition (USP), which advocated for communicating a product or service’s differentiating promise to the public. Meanwhile, Ogilvy bet on consumer research and elegant creativity, viewing advertising as well-told information.
Advertising and Digital Transformation
With the arrival of the internet and the advancement of digital technologies, the advertising paradigm shifted. The focus moved from mere persuasion to consumer retention.
Artificial Intelligence (AI) and the use of algorithms have transformed marketing logic, prioritizing optimization and the analysis of browsing data to keep people “plugged in” for as long as possible.
In this way, advertising has evolved from creativity used to sell toward algorithmic retention, redefining the purpose and methods of commercial communication.
Algorithms Take Charge
This paradigm shift has given rise to the algorithmic advertising model, characterized by the intensive use of technology and the analysis of vast amounts of browsing data.
Algorithmic optimization based on AI has established itself as the dominant strategy: the focus is no longer on convincing, but on retaining users. Today, companies like Google, Facebook, and TikTok base their advertising on massive behavioral data. Advertising has moved from selling through creativity to algorithmic retention, redefining the logic of contemporary marketing.
“Advertising is undergoing the greatest transformation in its history due to the impact of technology—an impact never seen before,” says Alberto Pardo, an expert in Ad Tech and e-commerce and founder of Adsmovil.
Algorithms play a central role by analyzing millions of data points generated by users during their online activity. Thanks to AI, platforms can predict which ads are more likely to generate interaction and capture attention for longer periods.
The Current Model
In this model, the optimization process becomes continuous, as platforms adjust and refine their strategies in real time to maximize retention.
The fundamental difference can be summarized as follows: from traditional advertising to algorithmic advertising; from creative messaging to automatic personalization; from mass campaigns to micro-segmentation; and from persuasion via an idea to retention through algorithmic stimuli.
As a result, the consumer ceases to be a recipient of messages and becomes a source of data that feeds the system.
In summary, advertising strategy has transitioned from a stage of persuasion through creative messages to the current model, where algorithmic retention dominates the landscape.